Forget unboxing. Meet Inboxing: Metsä Board and Kathryn Kellogg launch a new initiative revealing the decisions behind packaging

Metsä Board Corporation press release 21.10.2026

Metsä Board and author and sustainability creator Kathryn Kellogg, founder of Going Zero Waste, are launching Inboxing, a new initiative that explores the decisions behind packaging long before the finished pack reaches consumers.

The packaging consumers use every day tells only part of the story. Behind it are choices that influence everything from product protection and consumer experience to cost and environmental impact.

Inboxing brings these decisions into the spotlight, revealing what happens before a package is produced and why those early choices matter.

Kathryn Kellogg, founder of Going Zero Waste, is known for translating complex sustainability topics into language that resonates with consumers. Through Inboxing, she helps bridge the gap between packaging experts, brands and consumers, making visible the choices and trade-offs that shape packaging performance, sustainability and user experience long before a package reaches the market.

“Inboxing is about making the invisible visible,” says Kathryn Kellogg. “Consumers see the finished package, but the real story lies in the decisions behind it. Understanding those decisions helps us have a more informed conversation about sustainable packaging.”

Looking beyond the question of which material is best

Brands are under pressure to reduce the environmental impact of packaging without compromising safety, performance or consumer expectations. That means looking beyond any single attribute and understanding how each choice affects the whole packaging solution.

Inboxing examines packaging choices from multiple perspectives, recognising that the right solution depends on the product, the value chain and the available evidence, not on a predetermined preference for one material. Rather than asking which material is best,Inboxing encourages a different question:What does this package need to achieve, and what evidence supports the choices made?

Improving one attribute does not automatically improve the overall outcome. A package must protect the product, work efficiently throughout the value chain, meet consumer expectations and support sustainability goals.

“The best packaging solutions balance multiple objectives and are rarely a result of a single decision. The starting point should be what the packaging needs to achieve across its lifecycle and the evidence behind each decision,” says Erja Hyrsky, SVP, Commercial Operations at Metsä Board.

“With Inboxing, we want to bring brands, designers, packaging experts and sustainability specialists into the conversation early enough to challenge assumptions, compare options and shape better packaging solutions,” Hyrsky concludes.

Photo & video materials:

Photos for media use: https://databank.metsagroup.com/l/nKK8wB7R97Jc
Long campaign video:www.youtube.com/watch?v=351hDuIOnzI
Kathryn Kellogg’s first campaign post:https://www.instagram.com/reels/DerWRkZRp5D/

Metsä Board 
metsagroup.com/metsaboard

Metsä Board is a producer of lightweight and high-quality folding boxboards, foodservice boards and white kraftliners. The fresh wood fibres we use in our products are a renewable and recyclable resource, that can be traced back to Northern European forests. We aim to phase out the use of fossil energy in our production by 2030. We promote a culture of diversity, equality and inclusion. Metsä Board’s shares are listed on the Nasdaq Helsinki.

In 2025, our sales totalled EUR 1.8 billion, and we employ about 1,900 people. Metsä Board is part of Metsä Group, whose parent company Metsäliitto Cooperative is owned by approximately 90,000 Finnish forest owners. The sales of the whole Metsä Group were EUR 5.8 billion.  

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For further information:
Marjo Halonen, VP, Marketing, Communications and Sustainability, Metsä Board
Mobile: +358 50 598 7046
Email: marjo.halonen@metsagroup.com

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