The fibre-based packaging sector is undergoing rapid transformation, driven by regulatory change, sustainability pressures and evolving market demand. This session explores the key forces shaping the future of the European Corrugated Market, from material innovations, through creative design, circular solutions, into supply chain resilience, and to emerging growth opportunities. Drawing on market intelligence and industry insights from across the fibre value chain, Bates examines in this presentation how manufacturers, converters and brand owners are responding strategically to a changing landscape, unlocking new commercial value and accelerating the transition towards high-performance, scalable fibre solutions.