Packaging is a tradition-bound sector that stands today at the edge of sweeping change. Challenges loom: the push for even more sustainability, growing hostility to plastics, and the disruption of retail by e-commerce. The future looks difficult. But there is good news as well. Packaging can take up new roles: an energy and resource saver, a leader in green production, a solution for food waste, and the essential tool of a transformed, digital marketplace. To get to this future will take packaging's imagination and a willingness to "get its head out of the machinery" of yesterday. The sector must start now to define, embrace, and drive positive change.