IMPACT26 Key Takeaways

Attending IMPACT26, POPAI UK & Ireland’s sustainability summit, one thing became clear: sustainability is no longer a standalone initiative. It is becoming embedded into retail design, procurement, operations and customer experience.

Across presentations from Boots, Avon, GDR, POPAI, Arken POP and sustainability experts from across the industry, several themes emerged that will shape the future of retail displays and in-store marketing.

1.Sustainability is Moving from Claims to Proof

Consumers are becoming increasingly informed and are demanding greater transparency from brands.

From Eco Beauty Scores and apps such as Yuka to the upcoming Digital Product Passports (DPPs), shoppers are gaining access to more information than ever before. Sustainability claims are no longer enough; brands must be able to provide evidence.

A key theme throughout the event was the shift from storytelling to proof. As legislation and consumer expectations evolve, transparency, traceability and data-backed decision making will become essential.

What this means for brands:

• Ensure sustainability claims can be substantiated.
• Improve visibility of product and material information.
• Prepare for Digital Product Passport requirements.

2.Circular Design is Becoming a Commercial Advantage

One of the strongest examples came from Avon and Arken POP’s “Door to Store” case study.

Rather than disposing of displays following a successful Superdrug trial, Avon refurbished and redeployed the units into Matalan. The displays achieved a second life, reducing waste whilst supporting further retail expansion.

The refurbishment cost was reported to be just 12% of the original unit value, demonstrating that circularity can deliver both environmental and commercial benefits.

The message was clear: end of campaign should not automatically mean end of life.

What this means for brands:

• Design for reuse from the outset.
• Consider refurbishment before replacement.
• Build end-of-life planning into every project brief.

3.Collaboration is Driving Greater Impact

Collaboration was a recurring theme across multiple presentations.

Candice Smith, Head of ESG at Boots, shared how sustainability challenges require collective action across suppliers, retailers and internal teams. Boots has developed frameworks that align sustainability objectives with commercial goals, helping break down silos and create joined-up action plans.

Examples of collaboration with partners such as L’Oréal demonstrated the value of shared KPIs, common goals and supplier engagement programmes.

Sustainability is no longer something organisations can tackle alone.

What this means for brands:

• Engage suppliers as strategic partners.
• Set shared sustainability goals.
• Encourage transparency and data sharing across the supply chain.

4.Legislation is Accelerating Change

Many discussions focused on the growing influence of sustainability legislation.

Although much of the regulation is being driven by Europe, the impact will be felt across UK retail due to integrated supply chains and manufacturing networks.

Topics discussed included:

• Digital Product Passports
• Circular economy legislation
• Material restrictions
• Recycling requirements
• Extended Producer Responsibility (EPR)

A challenge highlighted by many speakers was simply keeping up with the pace of change.

One resource discussed at the event was POPAI UK & Ireland’s Sustainability Regulation Station, a central hub designed to help brands, retailers and suppliers track current and upcoming sustainability legislation. Covering environmental, packaging, carbon and ESG regulations across the UK and Europe, it provides a practical way for businesses to stay informed as requirements continue to evolve.

Digital Product Passports (DPPs) were also highlighted as a key development to watch. Introduced through the EU Ecodesign for Sustainable Products Regulation (ESPR), DPPs will provide accessible digital information about a product’s materials, origin, environmental impact, repairability and end-of-life options. The aim is to improve transparency, support circular economy goals and give businesses and consumers better access to trusted product information.

Digital Product Passports are expected to be introduced in phases from 2027 onwards, with sectors such as textiles and fashion likely to be among the first affected. Whilst implementation timelines will vary by product category, the direction of travel is clear: businesses will be expected to provide greater visibility of product, material and sustainability data. For brands and suppliers, now is the time to start improving traceability and data collection processes in preparation for future requirements.

Useful resources for staying informed:

• POPAI Sustainability Regulation Station
• EU Digital Product Passport overview
• GS1 Digital Product Passport guidance

What this means for brands:

• Stay informed on emerging legislation.
• Review material specifications regularly.
• Improve product and material traceability.
• Start considering what data may be required to support future Digital Product Passport requirements.
• Prepare for increased reporting and transparency requirements.

5.Smarter Material Choices Require Better Data

One of the most interesting presentations challenged a long-held assumption within retail displays:

Sustainable materials do not always cost more.

POPAI’s UK Materials Cost Comparison project, presented by Steve Lister, assessed 27 material categories used across retail displays, POS and signage. The findings showed that 63% of sustainable alternatives are now cheaper than their traditional counterparts, with 17 of the 27 alternatives assessed costing less.

The study highlighted strong opportunities within fibre-based display materials, fibre-based self-adhesive graphics and alternative rigid display substrates. In many cases, sustainable options were not only lower impact but also commercially competitive.

Perhaps the biggest takeaway was the importance of looking beyond purchase price. Whole-life costs, including transportation, recovery, recycling and disposal, are increasingly influencing the true cost of materials.

As one slide concluded:

“The old claim that sustainable materials always cost more no longer holds.”

The discussion also highlighted innovative materials such as Xanita, DISPA, Smile Plastics, HONEXT and other circular material solutions that are helping brands balance sustainability, performance and visual impact.

What this means for brands:

• Challenge assumptions around material costs.
• Consider whole-life costs, not just purchase price.
• Explore fibre-based and circular material alternatives.
• Use data rather than perception to guide material selection.

Final Thoughts

If there was one overarching message from IMPACT26, it was this:

Sustainability is moving from aspiration to action.

The organisations making the greatest progress are embedding sustainability into design, procurement, operations and supplier relationships. They are moving beyond claims to proof, beyond disposal to circularity and beyond individual action to collective impact.

For brands investing in retail displays and in-store experiences, the opportunity is clear: design smarter, measure better, collaborate more effectively and prepare for a future where transparency, circularity and evidence-based decision making become the norm.