The benefits of storytelling and co-creation in packaging go beyond the ability to generate unique consumer experiences. On a broader level, they can help printers and brand achieve their sustainability goals.

In this Touchpoints magazine interview with Jose "Pepe" Gorbea , HP's Global Head of Brands, Agencies and Sustainable Innovation, Pepe talks about his passion for sustainability, HP's partnership with a community called Sustainable Brands, the importance of "mindful materialism" and more.

Once you get Pepe's thoughts on sustainability in packaging, watch this video that features Pepe and three leaders at the Mexico-based company Grupo Mayapack. They discuss ways to differentiate and promote the advantages of digital printing, and welcome viewers on a virtual tour of the company.