Anticipating change with greater creativity
Insights from Seàn Cairns, President of Consumer Packaging for EMEA and APAC at Sonoco, on the future of metal packaging
In a recent interview, Seàn Cairns, President of Consumer Packaging for EMEA and APAC at Sonoco, shares his perspective on how packaging companies must adapt to rapid change — from sustainability expectations to regional transformation and evolving consumer needs.
With experience leading teams across global organisations, Sean reflects on what it takes to balance innovation, operational performance and responsible growth in today’s complex markets.
Strong regional organisations are essential to deliver real customer value
“Organising our business by region allows us to combine global scale with strong local execution. It brings us closer to our customers and helps us respond faster to market needs, while still benefiting from global capabilities and shared innovation.”
“Rather than focusing on individual materials, we are focused on finding the right solution for each application — balancing performance, sustainability and what the consumer ultimately expects.
Sustainability and efficiency must be embedded into everyday operations
“Sustainability is not something separate from how we run the business. It comes from how we design packaging, how we manufacture it and how we continuously improve our processes.”
“Operational excellence, innovation and environmental responsibility are closely linked — improvements in efficiency often directly reduce environmental impact.”
Eco-design and circularity are accelerating material transformation
“Regulatory pressure and consumer expectations are accelerating the shift toward more recyclable and circular packaging formats.”
“We see increasing interest in metal and paper solutions in applications that were traditionally dominated by plastic, particularly in food and premium segments, where performance and sustainability must go hand in hand.”
Other topics covered in the full interview regarding the future of metal packaging
- Strategic priorities for EMEA and APAC over the next 3–5 years
- How the Eviosys integration strengthens innovation and customer collaboration
- The impact of tariffs, trade barriers and raw-material volatility on regional markets
- Leadership lessons from his career at Crown Holdings and Sonoco
- The future of premium and limited-edition packaging formats
- Emerging technologies in metal packaging production and design
- How to lead teams through large-scale transformation