During PACK EXPO International 2026 in Chicago, WiAIR had the opportunity to showcase its paper-based cushioning solutions and exchange ideas with industry professionals. One clear theme stood out: PPWR and the 3R principles are encouraging businesses to take a closer look at how their packaging is designed.

For companies serving European and North American markets, packaging needs to do more than protect products. It must also help manage material consumption, control costs, improve packing efficiency, and support end-of-life recovery.

The challenge is not simply replacing plastic with paper. It is about rethinking packaging design so that every material serves a purpose—without compromising product protection or operational performance.

PPWR: Why Packaging Design Matters More Than Ever

The EU Packaging and Packaging Waste Regulation (PPWR) began applying generally on August 12, 2026. For applicable transport packaging, grouped packaging, and e-commerce packaging, the regulation sets a maximum packaging void ratio of 50%, subject to the specific scope and exceptions set out in the legislation.

This puts greater emphasis on packaging dimensions, internal cushioning, and void fill. Oversized boxes and excessive filler can waste materials, take up additional warehouse and transport space, and allow products to move unnecessarily during transit.

WiAIR offers a range of paper-based cushioning solutions that can be selected according to product weight, shape, and packaging requirements. Options include Honeycomb Paper, Paper-Bubble, Honeycomb Paper Sleeve, 3D Honeycomb Paper Mat, and paper cushioning pads.

Rather than relying on one material for every application, businesses can evaluate different combinations to improve space utilization, reduce unnecessary filler, and maintain the protection their products require.

1. Reduce: Use Less Material Without Sacrificing Protection

Reducing packaging does not mean simply using less paper. It means designing the package more effectively—eliminating unnecessary filler, optimizing box dimensions, and providing the right level of protection for the product.

For packaging covered by the PPWR void-ratio requirement, the 50% limit makes the relationship between the product, the box, and the internal packaging particularly important. However, a smaller package is not automatically a better one. Cushioning must still absorb impacts, prevent excessive movement, and protect the product throughout transit.

A practical starting point: Review your most frequently shipped products. Compare product dimensions with box dimensions, identify areas of unnecessary void fill, and assess whether a different cushioning structure or box size could reduce material use without increasing transport damage.

2. Reuse: Design Around Real Logistics Requirements

Reuse can help reduce demand for new packaging materials, but its feasibility depends on how products move through the supply chain. Product value, return logistics, material durability, handling requirements, and cleaning or inspection costs all influence whether a reusable solution makes sense.

Not every paper-based cushioning material is designed for repeated use. Businesses should assess how packaging performs under actual operating conditions rather than assuming that every material can be reused.

3. Recycle: Consider End-of-Life Recovery From the Start

Using paper as the primary material does not automatically guarantee that packaging can be recycled everywhere. Recyclability depends on the full material composition, coatings, laminations, adhesives, and the collection and recycling infrastructure available in the destination market.

Packaging designers should therefore consider end-of-life recovery early in the design process, rather than treating it as a final checklist item. Simpler material structures and compatibility with local recycling systems can make packaging easier to evaluate and manage.

WiAIR focuses on paper-based cushioning solutions designed to help businesses explore alternatives to conventional plastic cushioning. For individual applications, material composition and recycling claims should be assessed against the relevant product specifications and local requirements.

A practical starting point: Check the complete packaging structure—not just the cushioning material. Review adhesives, coatings, labels, and any mixed-material components, then confirm whether the resulting package is compatible with the intended recycling stream.

Beyond the 3Rs: Find the Right Packaging Solution for Your Operation