A fibre pack can look like a simpler choice, but the answer depends on what it protects, where its feedstock comes from and what happens after use. Where does fibre genuinely outperform plastic, reuse, or other alternatives? And who will fund the collection, sorting and reprocessing needed to turn recyclability into recovery at scale? • For which food, beverage, personal care, and beauty applications is paper the best option, and where do plastic or reuse do better? • Can responsibly sourced fibre meet growing demand without adding pressure on forests, land, and water? • Who will finance the collection, sorting, and reprocessing needed for fibre packaging to be recovered in practice?