When we talk about challenges I always see these as real opportunities. However, there are so many elements which packaging designers need to take into consideration today when creating packaging. If we go back 10 – 15 years ago the pressure was to make the pack aesthetically pleasing, now there are so many more things to consider like sustainability, accessible design, inclusivity, diversity and authenticity. Packaging is now one of the most powerful brand-owned media-asset companies can use to engage with consumers, and packaging designers are having to adapt to changing consumer preferences.