Winfried Mühling is General Manager of Pro Carton, the European Association of Cartonboard and Folding Carton Manufacturers.

In an interview with FACHPACK TV, he looks at the results of the major Pro Carton consumer survey, which was recently published. They clearly show that cartonboard packaging enjoys a high level of acceptance - but expectations of sustainability are also continuing to rise. Mühling analyses consumer behaviour, explains the effects on brand management and packaging design and also takes stock of the Ellen MacArthur Foundation's Pledge 2025.

And, of course, the European Carton Excellence Awards ceremony is also a topic - with exciting insights and a little wink.