Smart, Sustainable, Strategic: RRD's Brian Techter on Packaging Innovation

6/30/2025

In today’s rapidly evolving market, packaging is no longer just a container — it’s a strategic differentiator. In the latest episode of RRD’s Produced + Delivered podcast, RRD’s own Brian Techter, President of Packaging and Retail, explores how brands can lead the charge in packaging innovation, with sustainability, efficiency, and consumer experience at the forefront.

Sustainability at the core

When it comes to innovation, Techter is clear: “The overarching trend in the packaging industry for some time — and especially now — is sustainability.” 

He points to the industry-wide move away from single-use plastics and toward more environmentally friendly alternatives like paperboard and molded pulp, noting that “even if you’re using paper-based packaging today, you have to consider: What kind of paper? Is it laminated? Is it recyclable?”

Techter emphasizes that innovation isn’t always about big, flashy changes. “Sometimes,” he explains, “the most impactful step is simply using less material.” 

Small design tweaks — like trimming a glue flap on a cereal box — can lead to significant material savings, demonstrating that little steps can make a big difference in reaching corporate sustainability goals.

Rethinking packaging for e-commerce

E-commerce continues to reshape the packaging landscape. The shift toward ship-in-own-container (SIOC) offers brands an opportunity to reduce packaging waste and create a more direct, personal experience with consumers. 

“It’s about delivering the product in a package that’s right-sized for the shipping journey and the consumer experience,” Techter says. This approach requires not only design innovation but also strategic thinking around supply chain and inventory management.

Smart labels and data-driven design

Another area of rapid change is labeling. RFID and NFC technologies are transforming how brands manage supply chains and interact with consumers. “Smart labels offer brands a way to connect with the end user and mine valuable data,” Techter notes, highlighting how these tools can help brands understand consumer behavior in real time.

Techter also points to linerless labels as an emerging trend that ties directly into sustainability. By eliminating the release liner — essentially waste — linerless labels can reduce material use by up to 40% and generate downstream benefits in shipping and warehousing.

Designing for the future

The future of packaging design is being shaped by technology like AI and simulation software. “Software can now generate the most efficient package designs based on dimensions and shipping requirements,” says Techter. “This means faster speed to market and better use of materials.” With digital printing on the rise, brands can also expect more flexibility and faster turnaround times.

What’s next in packaging innovation?

Looking ahead, Techter sees even greater focus on minimizing packaging while maintaining protection and brand integrity. “There’s a huge opportunity to accelerate the move toward less packaging,” he predicts. “And the rise of digital printing is going to continue to transform the industry.”

When asked what mindset will separate the leaders from the laggards in this space, Techter is clear: “It all boils down to change — and the willingness to change.” Staying open to new materials, new processes, and new technologies will be key for operational leaders looking to thrive.

Listen to the episode

Want to hear the full conversation? Listen to the full episode of Produced + Delivered, where Brian Techter dives deep into the trends, technologies, and strategies shaping the future of packaging: rrd.com/resources/podcast/unpacking-innovation-with-brian-techter.