The podcast Plastic. Climate. Future has recently launched The Plastic Shift, a new book that launches on 12 June 2026, and brings together twelve chapters inspired by conversations from the podcast series. Each chapter explores a different perspective on plastics, sustainability and circularity through the voices of experts working across the sector.
We are pleased to share that one of these chapters is dedicated to MAGNO.
The chapter is based on a previous episode featuring Valeria Masci (European Plastics Converters – EuPC) and Ignacio Fernández-Pacheco Ruiz, MAGNO Project Coordinator. During the conversation, they explored how the MAGNO Ecosystem Digital Twin can help stakeholders test packaging solutions and circular strategies before implementing them in the real world.
As highlighted by the authors of The Plastic Shift, one of the key strengths of the Digital Twin is its ability to simulate different scenarios across the packaging value chain, helping stakeholders understand the potential impacts of changes in materials, processes or consumer behaviour before investing resources into large-scale implementation.
The discussion also emphasised a crucial aspect of circularity: technology alone is not enough. As Valeria Masci noted during the episode, consumer behaviour remains a fundamental piece of the puzzle, as even the most advanced solutions depend on people being able to use and dispose of packaging correctly.
We are delighted to see MAGNO featured among the initiatives highlighted in The Plastic Shift and thank the Plastic. Climate. Future. team for helping bring these conversations to a wider audience.
