Many companies talk about and recognize the need to collaborate in order to deliver sustainability targets within their industry but how many actually step up the plate and actively participate in collaborative programs?   The Circularity in Primary Pharmaceutical Packaging Accelerator (CiPPPA) provides a great example of how an industry is calling upon its stakeholders to take account of the waste packaging that it generates, and how they're looking to embed the principles of circularity into the design of packaging formats to design out the inherent obsolescence that exists in so many packaging formats.