Seàn Cairns: “At Sonoco, we anticipate change with greater creativity”

Seàn Cairns, recently appointed President of Consumer Packaging for EMEA and APAC at Sonoco, explains how the company is committed to a unified regional organization that combines global experience and local knowledge to drive innovation, sustainability, and consumer-centric packaging solutions. From the integration of metal and paper to circular and premium projects, Cairns details how Sonoco is preparing to lead the next generation of packaging.

1.From your new position, what is your vision for this new regional structure, and what goals have you set for the next 3–5 years?
By organizing ourselves by region, we combine the strength of a global group with a deep understanding of local markets. This regional organization reflects how we see the future of consumer packaging: strong globally, executed regionally, and with a comprehensive approach to materials and markets.

This new unified organization, which brings together paper and metal packaging, will give us a 360-degree understanding of our customers’ needs — across categories, markets, and consumption occasions. The future of packaging is not about choosing one material over another, but about finding the right fit for each purpose. My ambition is to become a benchmark for future-ready packaging: anticipating change, creating new opportunities, and helping brands win with packaging that makes a difference.

2.The new reorganization of Sonoco will allow teams to think about various materials. How do you plan to foster that mentality, and what benefits do you expect it to generate?
A key part of this change is breaking down operational silos and encouraging teams to think more broadly and offer customized solutions. By not limiting materials, teams focus on what really matters: the consumer’s need and the solution. Ultimately, brands are looking for packaging solutions that are right for their brand. They think about impact on the shelf, sustainability, convenience, and performance. They want the best material for their specific project, supported by practical advice that only a multi-material manufacturer can offer. We are building a culture of collaboration, because that is where creativity and innovation thrive best. I will directly manage the operations of our five Consumer Packaging EMEA regions to streamline decision-making and get closer to our customers. I have an incredibly skilled, hardworking, and motivated team, and when ideas flow freely between disciplines and regions, innovation accelerates. For our customers, the benefit is very tangible. They receive informed and objective advice based on what is best for their product, supported by a much broader portfolio. That is the true strength of this organization: more options and more creativity.

How does Sonoco balance operational efficiency, innovation, and environmental responsibility?
For us, sustainability, innovation, and operational efficiency work together. Operational efficiency and innovation drive sustainability. Both help us reduce our carbon footprint and our customers’ Scope 3 emissions. Sustainability must work both in the production plant and in strategic presentations. The consumer goods industry is moving at an astonishing pace, and brands need partners who maintain that momentum without compromising responsibility.

Our role is to make it possible. Sonoco is the only metal packaging manufacturer with a perfect score of 100/100 in EcoVadis Platinum certification. Our rigid paper containers have been recognized as Sustainable Packaging Business of the Year.

4. With the integration of Eviosys as part of Sonoco, what opportunities do you believe will be strengthened?
This unification with Rigid Paper Containers in EMEA will bring a new perspective to metal packaging. We look at familiar products with new eyes and question assumptions. This new dynamic fosters innovation in areas that really matter: how the packaging is used, how it works, and how it fits into a more circular future. We rethink design, usability, and material efficiency, and solutions that combine sustainability with real consumer value, such as easier opening systems, better product release, and material reduction. Solutions like Ecopeel® and Orbit® are good examples of how convenience and sustainability can advance together. This integration allows us to scale and build on that momentum.
Equally important, the unification of our business reinforces our ability to work alongside customers on the next generation of packaging.

5. Circularity and eco-design are increasingly demanded by consumers and regulators. Which specific projects are you most excited about for their potential?
Regulation is fundamentally transforming the packaging landscape and redefining the rules of the game. The era of theoretical sustainability statements and greenwashing is coming to an end, and that is a very positive development for the industry. Brands are looking for PPWR-ready solutions, and this is where we see a real change in conversations. They are reevaluating plastic trays, pouches, and complex multi-layer packaging, and in the end, they come to us because they can find alternatives that work both operationally and commercially and that comply with the PPWR. We are experiencing a very exciting time for packaging. For example, we are looking at microwave-safe steel bowls to replace plastic trays in culinary products.

We replace plastic pouches with food cans in pet food and with paper cans in dry categories such as cocoa powder and sugar. We go beyond regulatory compliance. We simplify packaging structures, rely on consolidated recycling materials, and offer performance on the shelf and in use. We are well-positioned to help brands turn regulation into a competitive advantage.

6. From your position, how is Sonoco addressing tariff challenges in EMEA and APAC?
We operate in a clearly more fragmented and volatile world than a few years ago. Tariffs, trade barriers, and raw material fluctuations are now part of the daily reality for global companies.
Our scale gives us a global view of market and regulatory changes before they occur, while our local manufacturing footprint provides us with the agility to act quickly. This combination is what creates resilience. We anticipate challenges, manage risk, and keep supply moving, so our customers can focus on growth.
Local manufacturing offers concrete benefits to our customers. By being close, they do not have to face the challenges of a distant supplier. They work with teams who know their business , speak their language, and can tour the plant with them. This proximity reduces delays, decreases emissions associated with transportation, and gives brands the confidence that their packaging partner is globally informed and locally committed.

7. The demand for “premium” packaging is growing. How do you combine this trend with the need for sustainability without compromising profitability?
Premium packaging and sustainability are increasingly connected. Today, consumers expect premium products to be beautifully designed, functional, and responsible. That expectation redefines how brands approach limited editions and high-value formats.
This works economically thanks to smart design and the right choice of durable and recyclable materials that allow brands to create premium finishes, collectability, and impact on the shelf, while maintaining strong environmental credentials and efficient production. Premium does not mean over-engineering; it means offering perceived value with controlled complexity.
Sustainability is part of the value proposition rather than a cost. Limited editions, seasonal packaging, and gift formats are designed to last, to be reused or collected, and to fit perfectly into existing recycling systems. Our role is to help brands find that balance: combining creativity, industrial efficiency, and sustainability, so that premium packaging delivers on all fronts.

8. What emerging technologies do you believe will transform the design and production of metal packaging in the coming years?
Metal packaging has been valued for what it is: robust, safe, and infinitely recyclable. But if we are honest, the metal can has not evolved at the same pace as consumer habits. And in today’s world, standing still is not an option. What will truly transform the design and production of metal packaging is our ability to rethink it from the consumer’s perspective. We design for an aging society, and at the same time, we need to attract new generations of consumers who expect intuitive, inclusive, and sustainable experiences. That requires the metal can to reinvent itself to express its strengths in another way. Innovations like Ecopeel® and Orbit® are the first signs of that reinvention.

The next wave of transformation will go further, combining convenience, lightweighting, low-carbon solutions, and accelerated development cycles enabled by technology, to create packaging that is easier to use, aligned with the way people live and consume today. Metal packaging has an exceptional future if we question our own standards. Reinvention, not repetition, is what will keep it future-ready. .

9. Before assuming this position, your career included global leadership positions at Crown Holdings and Sonoco. What past experiences do you consider most valuable?
At both Crown and Sonoco, I have led teams in regions with very different cultures, customer expectations, and regulatory environments, and that perspective is essential for our new business in EMEA and APAC. One experience that stands out is having participated in the development and expansion of new rigid paper packaging solutions. It reinforced my conviction that growth does not always come from competing in existing spaces, but from creating new ones through innovation and adaptation, reinventing ourselves. This is what we have done, for example, with our GreenCan ® fiber-based. Questioning conventions and rethinking the added value that packaging can bring is something that I bring as standard to this position. It is important to lead in complexity. Progress occurs when people feel confident, engaged, and empowered. These experiences have shaped my current leadership approach: combining a global perspective with local intelligence, fostering entrepreneurial thinking, and building teams that adapt quickly to a changing world.

10. If you had to highlight three key lessons learned throughout your professional career, what would they be, and how do you apply them in your current leadership?
The first is that people drive transformation. You can have the best roadmap in the world, but without committed and empowered teams, nothing really changes. In my current role, that means investing time in listening, creating clarity about the direction, and granting the confidence to take responsibility and act. The second lesson is that growth is born from courage, not comfort. The most significant progress of my career came from challenging established models and venturing into new spaces, whether launching new solutions or rethinking existing businesses. Today, I encourage entrepreneurial thinking, experimentation, and a willingness to go beyond incremental improvement. The third is that reinvention is not optional. Markets evolve, consumer expectations change, and regulation accelerates change. The companies that succeed are those that continuously adapt without losing sight of their values. As a leader, my role is to ensure that we remain curious, agile, and open to change, to actively shape the future.

In this moment of structural transformation, how would you describe the most effective type of leadership for your teams, and what values do you want to promote in this new stage?
In a period like this, what really distinguishes organizations is the mindset. At Sonoco, we believe that people build businesses by doing the right thing, and that everyone has the ability to question processes and contribute to innovation. This belief is deeply rooted in our culture. There are no problems, only solutions. That mindset is reflected in the way our teams operate every day: we adapt quickly, support customers in change, and translate challenges into viable results. This continuous improvement is what makes Sonoco a different company. We do not stop. We improve everything we do, because there is no room for immobility in a world that is constantly evolving. We strive to do better: create better packaging, a better life. That is why customers trust Sonoco as a long-term partner. They know that we are committed to quality, that we constantly strive to do the right thing, and that we will be there tomorrow, with packaging solutions that are not only reliable today but are prepared for the future.