Folding Cartons: A Strong Message

"Sustainability will be a key differentiator for paperboard packaging. It's here to stay," said Markens. "Paperboard has a good story to tell, especially compared to some competing alternatives such as flexible packaging."

Two of paperboard's primary selling points are its renewability and its proven track record in the recycling arena. "Paperboard is renewable—unlike oil-based films—and recyclable," he said. "We will run out of fossil fuels at some point in time, plus recycle rates [for plastics] are very low—in the single digits. Paperboard recycle rates are approaching 60 percent."