Consumers want packaging that is comfortable and easy to use throughout the consumer journey and they want a package that is sustainable.  We can’t deliver sustainability with a poor consumer experience.  As packaging professionals, we need to do both.    Sustainability requires us to choose materials that deliver an improved environmental footprint without compromising great user experience.   One is not an impediment to the other.  Consumers expect packaging to have a smaller impact on the environment, their purchase decisions reflect this expectation.  While the consumer may not pay more, they will choose a sustainable package over a non-sustainable one. The tension between user experience and packaging sustainability is the catalyst for great packaging innovation.  At Colgate, we focus on doing both. The “and and” story will highlight Colgate’s journey to deliver packaging that can deliver a better user experience and have a smaller footprint.