Jenny will be speaking on Thursday 22nd May at 3pm on 'The technology revolution in packaging: how AI and connected experiences are transforming consumer behaviour' Book your ticket now to hear from her and all of the other 2025 expert speakers!
You will deliver a presentation focusing on "The technology revolution in packaging: how AI and connected experiences are transforming consumer behaviour." Could you please give us a quick overview of what you will be sharing with our audience?
In my presentation, I'll be exploring how AI-powered connected packaging is revolutionizing brand-consumer relationships across the MENA region. I'll share insights from our groundbreaking work with Sunny Oil, where we've implemented an AI-driven platform that creates personalized experiences through features like the 'My Fridge' tool, which suggests recipes based on ingredients users already have.
I'll demonstrate how these technologies are driving measurable sustainability impacts by reducing physical marketing materials, minimizing food waste, and creating more meaningful digital consumer education. Our case studies show impressive metrics - including 14% engagement rates compared to 0.01% for traditional digital ads and average engagement times of 3 minutes.
Specifically, I'll cover:
Attendees will leave with actionable insights on how to leverage these technologies for their own sustainability goals while strengthening consumer relationships
What drives the growth of the sustainable packaging market in the Middle East and Africa?
The sustainable packaging market in MENA is being driven by a unique convergence of factors:
First, there's growing regulatory momentum across the region. The UAE's recent EPR pilot program for packaging waste demonstrates how governments are increasingly prioritizing sustainability frameworks. These evolving policies are creating both compliance requirements and market opportunities.
Second, consumer awareness is rapidly evolving. While perhaps at different stages than European markets, MENA consumers are increasingly valuing sustainable practices, particularly when they're framed within the context of regional priorities like resource conservation.
Third, the region's rapid digital adoption creates fertile ground for connected packaging solutions. With high smartphone penetration rates, consumers in MENA are well-positioned to engage with digital experiences through packaging.
Finally, global brands operating in MENA are bringing international sustainability standards with them. This creates competitive pressure that's encouraging local brands to enhance their sustainable packaging approaches to remain relevant.
What's particularly exciting is seeing innovations that are uniquely adapted to MENA market conditions rather than simply importing European or American approaches. This regional adaptation is key to sustainable growth.
What are the biggest challenges the packaging industry faces now and how is Appetite Creative planning to tackle them?
The packaging industry faces several significant challenges:
First, there's the balancing act between implementing sustainable solutions while maintaining cost-effectiveness. Many brands want to embrace sustainability but struggle with justifying increased costs without clear ROI metrics.
Second, we see fragmented waste management infrastructure in many MENA markets, which complicates end-of-life considerations for packaging - even the most recyclable packaging has limited impact if collection systems aren't in place.
Third, there's the education gap - both for consumers and within organizations. Many don't fully understand the potential of modern sustainable packaging technologies.
At Appetite Creative, we're addressing these challenges in several ways:
We're developing AI-powered connected packaging solutions that deliver measurable ROI by creating deeper brand relationships while promoting sustainable behaviors. Our data shows these solutions deliver 14% engagement rates versus 0.01% for traditional digital ads.
We're collaborating with partners across the value chain to develop holistic solutions that consider local infrastructure realities. This includes working with local waste management stakeholders to ensure our packaging designs align with available recycling capabilities.
Finally, we're committed to education - not just consumer-facing, but also helping brands understand the technology investments, operational considerations, and business cases for sustainable packaging innovation. This includes transparent discussions about initial setup costs, ongoing AI processing expenses, and specific ROI metrics that justify these investments.
Why do you feel it's important for companies to attend the Sustainability in Packaging MENA conference in Dubai?
This conference offers a unique opportunity to understand the distinctive regional context for sustainable packaging in MENA - which requires different approaches than European or American markets.
The conference brings together the full ecosystem required for effective sustainable packaging implementation - from brands and manufacturers to regulators, waste management stakeholders, and technology innovators. This cross-sector dialogue is essential for developing practical, implementable solutions.
Based on our experience implementing connected packaging globally, the relationships formed at these conferences directly translate into more successful projects. The shared learning accelerates innovation and helps prevent costly mistakes.
Additionally, the timing is critical - many MENA markets are at inflection points regarding sustainable packaging regulations and infrastructure development. Companies that engage now will be better positioned as these frameworks evolve.
Finally, this conference offers a balanced perspective on both immediate practical steps and longer-term transformative approaches. This helps companies develop strategies that deliver immediate sustainability wins while positioning for future innovation opportunities as the market continues to evolve.
