Circularity visionary Willemijn Peeters looks to push the conversation much further. So much of the packaging industry is focused on specific materials—paper, flexibles, metal—and trying to keep up with compliance. And while that’s understandable, it’s not in their long-term interest. What we really need is a bold rethink of packaging itself: its role, its form, and how it fits into business models of the future. Instead of just making single-use packaging slightly better, why not design durable, modular, multi-use systems that actually make regulation redundant? This isn’t wishful thinking either - I’ll be sharing real-world projects that prove it’s possible. These innovations cut waste, cut emissions, and cut costs. They show that when you lead with smart, ambitious design, you don’t have to scramble to meet regulations—they become irrelevant because you’re already doing better. “Beyond ticking boxes” captures what I think is missing right now: a visionary, design-led approach that goes beyond incremental improvements. My talk will offer a practical yet forward-thinking roadmap for leaders who are ready to set a new standard—one that’s proactive rather than reactive. So, if we want to truly shift the system, let’s stop treating compliance as the finish line. Let’s make innovation our baseline.