The circular economy is no longer a nice-to-have, but is becoming a structural challenge for the entire packaging industry. But how can we make the leap from the promise of recycling to actual impact? And what role can digitalisation play in this? Eleonore Eisath, Head of Innovation Lab at the MILK agency, brings fresh ideas to these questions - and a clear stance.

In the interview, she explains why it is no longer enough to make packaging „recyclable“ if the infrastructure, data and access to reliable information are lacking. According to Eisath, this is precisely where digitalisation can close the gap - for example through intelligent design, digital twins and systemic transparency. In future, packaging must not only be functional and aesthetic, it must also be able to think for itself: Where does it come from, how was it produced, how can it be recycled?

Eleonore Eisath also made a name for herself with an unusual project: she researched how wax worms break down plastic in the home kitchen - and turned it into a publicly accessible open source manual on beworm.org. Her message: the circular economy starts with creativity, but ends with the responsibility of all players along the chain.

Anyone who wants to know how digital tools and sustainability can be meaningfully combined - and why the circular economy is not just a technical issue, but also a cultural one - should not miss this discussion.

An inspiring talk with clear words, practical approaches and an honest look at the challenges that still lie ahead.