DS Smith packaging CEO Stefano Rossi described the Circular Design Metrics tool as "a game changer" in terms of driving environmental performance. "We want to show brands the beauty of the circular economy and allow them to explicitly understand what their packaging choices mean for that model. We're excited to use our expertise to help companies, large and small, on their journey to become circular ready." DS Smith is aiming to develop packaging options that are 100% reusable or recyclable "offering alternatives to problem plastics".