On 18 October 2026, we will celebrate the 9th European Paper Bag Day across Europe. This year, the campaign is built around a slogan that perfectly captures the times we live in: CARRY THE CHANGE!

In Spain, at La Bolsa de Papel, we have chosen to interpret this message in our own way, with an expression that reflects its meaning: CARRY THE CHANGE! A simple, direct and meaningful idea. Because a paper bag does more than carry purchases. It also represents a way forward: towards a more circular economy, more sustainable retail and solutions that are increasingly aligned with what consumers value.

Paper bags are part of everyday life for thousands of retailers and millions of people. They are present in simple yet meaningful moments: shopping locally, giving a gift, buying food, visiting a neighbourhood shop or a specialist retailer. In all these situations, paper bags serve a practical purpose, but they also convey something more: a particular way of understanding consumption and our relationship with the environment.

When we talk about “carrying the change”, we mean real change. We are talking about the growth of the circular bioeconomy, based on renewable raw materials, the efficient use of resources and the ability to recycle and reuse paper fibres within a well-established system. We are also talking about a retail sector that needs useful, reliable solutions that respond to growing consumer awareness of materials, their origins and what happens to them at the end of their life cycle.

Paper bags also meet one of the most fundamental requirements of everyday retail: being practical. They are designed to carry products, withstand everyday use and accompany different shopping occasions. Their design, materials and manufacturing processes make them a functional solution for a wide range of sectors. And their usefulness continues when they are reused for other purposes before entering the recycling process.

But this campaign aims to convey something more. It reminds us that change is not driven by a single group. It is carried forward by manufacturers, retailers and citizens alike. That is why our bags display a message in the first person: I CARRY THE CHANGE. Because every time someone chooses, provides or uses a paper bag, they are taking part in a transformation that brings together functionality, sustainability and commitment.

European Paper Bag Day is a great opportunity to highlight all these qualities. To remind everyone that paper bags continue to evolve. To recognise their contribution to retail. And to express, in a positive and collective way, that some changes are not just talked about: they are carried forward.

This 18 October, we celebrate European Paper Bag Day.
We celebrate the change we carry.