Many packages today are labeled as recyclable, but despite this, they rarely make it to recycling in practice – often due to poor sorting, insufficient infrastructure, and unclear design. The vision of a package-to-package system by 2030 is possible, but it requires a shift from fragmented solutions to holistic collaboration across the entire value chain. It is not enough that materials are recycled – they must be recycled cleanly and efficiently enough to become new high-quality packaging, not just simpler products. Today, the system is blocked by technical, economic, and behavioral barriers, but with the right investments, policies, and incentives, we can break through. Through increased collaboration and open innovation, brands can not only contribute to a circular future but also create business value through greater visibility, differentiation, and credible sustainability communication.