Both organizations have found shared values in their initiatives that are focused on inspiring people and companies worldwide to take action towards a more sustainable future. The first activation the two organizations worked on together was World Cleanup Day on Saturday, September 21.

In 2018, Smurfit Kappa, a global paper based packaging company, launched its Better Planet Packaging Initiative, which aims to create more sustainable packaging solutions and ultimately, reduce packaging waste. EarthX is an international non-profit environmental organization that has been responsible for initiatives for a better planet, such as assisting the Republic of Palau to achieve 45% renewable energy generation by 2020, and programs like Strike Out Straws and World Cleanup Day.

"One of the areas that's often cited for its waste generation is packaging, especially with the increase of e-commerce, which only magnifies the problem," said Greg Hall, CEO of Smurfit Kappa North America. "The challenge is for each one of us to minimize waste by accepting responsibility to rethink and reduce the use of non-sustainable elements. We have a unique opportunity to make a difference for a better planet, and are happy to support EarthX as we work to design packaging waste into extinction."

"We've been inspired by the work Smurfit Kappa is doing to innovate packaging sustainability - for both the industry and its customers worldwide," said Tony Keane, CEO of EarthX. "The sponsorship is a powerful example of how corporations and non-profits can work together towards greater sustainability to reduce the amount of waste that ends up in our landfills and oceans. Our environmental challenges are less overwhelming and more achievable when we tackle them together."