“We’ve made recycling fun and rewarding,” Nicole Toole, ECGO

What inspired you to join the packaging industry?

Nicole Toole - My journey didn’t start directly in packaging, but in packaging recyclability. In 2019, while studying at Georgia State University, I was part of Digital Learners to Leaders, a program that used technology to solve societal challenges.

With my team, we decided to tackle pollution and waste on campuses. We realized that recycling was part of the solution, but it needed to be engaging and motivating. That’s how the idea of incentivizing students to recycle through rewards was born. At the time, I had no idea this initiative would lead me to create an entire company dedicated to sustainability and the circular economy.

What has been your biggest challenge as a young leader in this sector?

Nicole Toole - My first “job” after college was launching my own company. In hindsight, it was bold and a little crazy! The real challenge was filling my knowledge gaps on my own, without a mentor or established structure. Fortunately, I was able to connect with industry experts with over 20 years of experience. Their guidance helped me realize that the freedom of not being confined by tradition can also be a source of incredible innovation.

Is there a misconception about packaging you would like to change?

Nicole Toole - Absolutely! In the United States, there is no regulation on the recycling arrows symbol, which causes a lot of confusion. Many consumers believe this symbol guarantees recyclability, while in reality, local guidelines determine recyclability. I want this message to be clear: the symbol is not the absolute truth.

This year, Paris Packaging Week celebrates its 25th anniversary. What legacy do you hope to leave for the next generation of Future Leaders?

Nicole Toole - I hope we will prove that sustainability is not only good for the planet, but also good for business. Previous generations fought to put sustainability on the table; our role is to keep it at the center of decision-making. This is not a marketing slogan — it must be the foundation of how we work, innovate, and grow.

What advice would you give to young professionals starting in the packaging industry?

Nicole Toole - Be curious! The world of packaging is vast and exciting: design, recyclability, innovation, consumer engagement… I wish I had explored more of its facets, attended more conferences, and met more people in the industry. There is so much to discover!

What does it mean to you to be selected as a Future Leader?

Nicole Toole - It’s very rewarding. It shows that the work my team and I do, often behind the scenes, is being recognized globally. It’s a reminder that the future we are building matters and that others see the value in it too.

Can you share an example of an iconic packaging design or innovation?

Nicole Toole - I immediately think of Apple’s Trade In program and MAC Cosmetics’ Back-to-MAC initiative. Apple demonstrates how a company can fully take responsibility for its products, from design to end of life. MAC made recycling fun and rewarding by encouraging consumers to return empty packaging. These two examples show that innovation and sustainability can go hand in hand.