Collaborative and Responsible Innovation in the Packaging System Towards a New Normal = Innovación colaborativa y responsable en el sistema packaging hacia una nueva normalidad

The crises that affect the planet at environmental, social and health level open new scenarios and challenges for Packaging System companies, an interconnected supply chain that is called to act in an integrated way and to innovate responsibly. The challenges they are called to face deal with distribution, new perceptions, people's health and the well-being of the planet. In this document it is argued that Co-Design and mediation platform as the Observatory in Packaging Innovation, based on Collaboration and Design processes, can foster communication between the main actors of the Packaging interconnected value chain (i.e. Value Web) and boost responsible innovation projects at a system level, with greater impacts than those that would be achieved separately. The packaging system is therefore defined as an integrated, collaborative, responsible network, a new model with shared value that works in collaborative projects, driven by design and aimed at sustainability.