“We talk about ‘sustainable consumption’. What will join in that debate in the future is the idea of working towards a ‘sustainable style’-what style, or design philosophy, of packaging or brochure or building will meet the criteria you’ve outlined whilst still making it distinctive, desirable and commercially viable,” he explains. “The trend, therefore, will happen at the corporate level first, with corporations placing more importance on design. This will result in packaging that is driven by clear product planning rather than transparent marketing.” BP