Episode 318 - When Packaging Talks Back: Will Print Listen? (episode 2 of 2)
This episode is 2 of 2 and is an interview with keynote speaker Güneri Tugcu
Following the themes of 'When Packaging Talks Back', we ask 'Will Print Listen'?
What if the most valuable thing you print isn’t colour or coverage, but credibility? We explore how connected packaging turns labels and care tags into living product identities, and why printers who embrace this shift can move from commodity supplier to trusted strategic partner.
We dive into the rise of digital product passports in fashion and beyond, where serialized QR codes and NFC bring traceability, compliance, and authentication to the front line. That task sits squarely in print’s wheelhouse—if we evolve. We talk through the real blocker (culture, not hardware), and show how hiring for curiosity and consultative skills can complement world‑class engineering. Instead of chasing the same specs as ten competitors, bring brands a clear outcome: compliance readiness, anti‑counterfeit protection, first‑party data, and consumer engagement powered by the codes you print.
Compensation models often sink good ideas, so we unpack how capital‑equipment sales incentives clash with recurring software and analytics. The answer isn’t a full rebuild. Start small with a blended pilot team—press veterans, product thinkers, and sustainability voices—tasked to run workshops, shape simple offers, and co‑sell with marketing, legal, and procurement in the room. We share practical steps to reposition as a partner: frame connected packaging as the foundation of data, trust, and long‑term brand value; measure learning speed, not just revenue; and invite diverse minds to pressure‑test solutions before they hit the line.
By the end, you’ll have a roadmap to stand out in tenders on more than price, earn a seat at higher‑level conversations, and future‑proof your business as regulations tighten and buyers demand richer product experiences. If this resonates, follow the show, share it with your team, and leave a review telling us the first pilot you’ll run.
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What is FuturePrint?
FuturePrint is a digital and in person platform and community dedicated to future print technology. Over 20,000 people per month read our articles, listen to our podcasts, view our TV features, click on our e-newsletters and attend our in-person and virtual events.
We hope to see you at one of our future in-person events:
FuturePrint Packaging, Labels & DTS, 29-30 September '26, Valencia, Spain
FuturePrint Leaders Summit, 29 September '26, Valencia, Spain
FuturePrint Industrial Print, 14-15 April '27, Munich, Germany
