Rome, the Eternal City, is preparing to become the European capital of sustainable packaging for three days. From 16 to 18 September, the 57th annual ECMA (European Carton Makers Association) Congress will bring together the main players in the cardboard and cardboard industry in the capital. A significant return more than thirty years after the last Roman edition, which promises to mark an important step for the future of environmentally friendly packaging.
The future of cardboard packaging is decided in Rome
The Hotel Cardo Roma will be the fulcrum of debates and discussions, where companies, professionals and international experts will discuss the challenges that are redefining the sector. At the center of the three days, the final wait for the Pro Carton/ECMA Awards 2026, the most prestigious European awards dedicated to the best packaging solutions and new talents in design and communication.
The highlight will be the gala on September 17th at Villa Miani, where the winners will be announced and awarded. A moment of celebration of innovation and sustainability that will highlight the excellence of the sector.
Challenges and opportunities: the sustainable packaging roadmap
The congress sessions will address the main challenges facing the industry. We will discuss the crucial role of fiber packaging in European competitiveness, new consumer demands, ambitious recycling objectives and the sustainable evolution of the sector. Particular attention will be paid to the prospects opened by the Packaging and Packaging Waste Regulation (PPWR), the new European Regulation on packaging and packaging waste, which imposes increasingly higher standards in terms of recyclability and sustainability.
Among the primary objectives, the one to achieve a 90% recycling rate for all fiber packaging by 2030 stands out, an ambitious goal that requires commitment and innovation.
The Pro Carton/ECMA Awards 2026: innovation and talent on display
The awards evening will see the crowning of winners in three main categories:
Twelve Italian appearances in the final: a sign of excellence
Italy stands out in this edition with a particularly significant participation: twelve nominations reached the final stage. Among these, three packaging presented by companies (Lucaprint SpA, Cartotecnica Olimpia and Seda International Packaging Group), three projects developed by young designers from ISIA Roma Design of Pordenone, IUSVE of Venice and Accademia Albertina di Belle Arti of Turin, and six short films made by students of the Salesian institutes of Mestre. A clear sign of our country’s vitality and innovative capacity in the sustainable packaging sector.
From industry to new generations: a dialogue on the future
September 18th will be entirely dedicated to sustainability, the circular economy and market prospects. The program will include talks on the roadmap for sustainable packaging and the industry’s future priorities. In the afternoon, the “Meet the Next Generation” session will offer the winners of the Pro Carton Young Designers Award a unique opportunity to present their projects in front of an audience of 250 industry professionals, encouraging a valuable exchange between generations.
Sustainable packaging in the choices of Italians
The Roman days are part of a context in which materials, recyclability and transparency play an increasingly greater role in purchasing decisions. According to the Pro Carton Observatory, conducted in 2026 on over 5,000 consumers, 89% of Italians would choose a paper or cardboard package over a plastic one, for the same product. Ease of recycling is considered a key feature by 69% of respondents. However, only 10% of Italians completely trust brands that declare their packaging to be truly recyclable, highlighting the need to enhance concrete and verifiable solutions.
Each edition of the Pro Carton / ECMA Awards offers a concrete look at the direction that European packaging is taking,
said Winfried Muehling, Marketing and Communications Director of Pro Carton.
We are particularly happy that, after more than thirty years, this comparison is once again finding space in Rome, the capital of a country in which design culture, manufacturing capacity and attention to quality have deep roots.
The Rome event is therefore an unmissable event to outline future strategies for sustainable packaging, strengthening the role of cardboard as a key material for a more circular and responsible economy.
