The Covid-19 pandemic has reshaped the megatrends buffeting the $900-billion-a-year packaging industry. This is according to global management consulting firm McKinsey & Company whose latest research report found that sustainability remained a key element in the packaging value chain.The company undertook a survey across ten countries to explore consumers’ attitudes to sustainable packaging and found that as a result of the global pandemic, consumers were now placing more value on food safety and hygiene than ever before.“This is a key element of the next normal in packaging, where packaging suppliers will have to rethink materials and design requirements,” according to the report. “Second, consumers see sustainability as being increasingly important as we emerge from Covid-19 – and marine litter is top of mind. Across the globe, a vast majority of consumers claim to be willing to pay more for sustainable packag ing.”McKinsey also found that there was large-scale disagreement around the world on what packaging type was considered to be most sustainable. “They do, however, agree on what are the least sustainable options.”While fast-moving consumer goods manufacturers and retailers have come under pressure to innovate with new ways to improve recyclability, it is increasingly clear that the packaging and crating industry at large must conform to these growing demands – not only because of consumer expectations, but also due to critical non-government organisations increasingly raising their voices over the issue of sustainability and growing regulatory pressure.According to McKinsey’s research, new regulation is currently expanding on multiple fronts. “Today, sustainability regulation has become much more of a global phenomenon, even if the level of regulation var ies.”The research indicates that with hygiene becoming a key concern across industries, companies will have to rethink the materials and design requirements of sustainable packaging. Furthermore, the growth seen in e-commerce in the past ten months will have a further impact on the packaging and crating sector – considering that most of today’s packaging has been optimised for traditional brick-and-mortar requirements and not necessarily for online shipping.Locally, the freight industry will also have to re-evaluate its carbon footprint – reducing single-use items and turning to more green alternatives.Companies such as ISO Moulders have taken a leading role in delivering more sustainable solutions, focusing the industry’s attention on the three Rs – reduce, reuse and recycle. These are important developments considering that analysts are forecasting high growth for the packaging industry in Africa.Deloitte has previously reported that demand will be driven by increased markets for consumer products, but also increased intra-continental trade under the African Continental Free Trade Area (AfCFTA).With hygiene becoming a key concern across industries, companies will have to rethink the materials and design requirements of sustainable packaging.– McKinsey report“