Beyond silos: How Avery Dennison's AD Stretch is driving industry transformation through startup collaboration

For multinational companies, tackling industry-wide challenges can't happen in isolation. The pace of change is too fast, and the problems too complex . At Avery Dennison, we believe that true transformation happens at the intersection of corporate expertise and startup ingenuity. That's why AD Stretch, our corporate pilot accelerator, isn’t just about running another cohort—it's about scaling real solutions that address critical industry challenges today.

With Cohort 4, we’re looking beyond innovation for the sake of innovation. We’re searching for startups whose solutions align with two urgent industry needs:

• Product authenticity & security – Protecting brands and consumers from counterfeiting and fraud.
• Circularity at scale – Breaking down barriers to reuse, refill, and plastic recovery.

Why do these challenges matter?

The global packaging, security, and sustainability challenges we face today can’t be solved in silos. Counterfeiting erodes consumer trust, and waste from single-use packaging continues to rise, despite ambitious sustainability goals. The problem isn't a lack of solutions—it’s a lack of scalability and seamless integration across the entire value chain.

For solutions to truly make an impact, they can’t stand alone—they need to be adoptable, scalable, and embedded within supply chains. This means solutions must work not just for brands but also for manufacturers, logistics providers, retailers, and consumers alike.

As a global materials science leader, Avery Dennison is uniquely positioned to drive this transformation by:

• Bridging innovation gaps – Pairing startup agility with Avery Dennison’s global scale.
• Turning bold ideas into market-ready solutions – Piloting and deploying real-world applications.
• Driving systemic change – Creating a new standard for authenticity and circularity across industries.

AD Stretch isn’t just about finding new technologies—it’s about building the future of a more resilient, transparent, and circular supply chain.

Cohort 4 focus

Seamless security, stronger brands - Bridging physical and digital for authenticity

What if counterfeiting became impossible? What if packaging could verify itself, building instant trust between brands and consumers?

From luxury goods to automotive parts and e-commerce, counterfeiting is rising at an alarming rate. Traditional security measures are failing to keep up, leaving businesses vulnerable. We need next-gen solutions that merge physical and digital security to protect products at every touchpoint.

We’re seeking startups innovating in:

• Overt anti-counterfeit features – Visible, cutting-edge tech that deters counterfeiting instantly.
• Tamper-evident packaging – Smart packaging that makes tampering immediately obvious.
• Digital authentication – Scalable, seamless solutions for instant verification.

By partnering with bold innovators in these areas, we aim to set new standards in brand security, supply chain integrity, and consumer trust.

Scaling circularity – Smart solutions for reuse, refill & plastic recovery

The waste crisis is escalating. Single-use packaging continues to pile up, and circularity remains an unrealized goal for many industries. Why? Because scaling reuse and recovery solutions is harder than it looks.

We’re looking for startup solutions for:

• Reuse & refill systems – Scalable, tech-driven solutions that make reuse seamless.
• Collection & recovery – Advanced tracking, intelligent materials, and more efficient systems.
• Consumer engagement – Smart ways to get people actively involved in circularity.

By working with brands and startups that can bridge physical and digital, we can break operational barriers and make circularity the industry standard.

Beyond innovation—Driving real change through collaboration

Solving the challenges of product security and circularity requires more than new technology—it demands deep collaboration across the entire ecosystem. No single company can tackle these issues alone.

At Avery Dennison, we’re partnering with brands, startups, and industry leaders to create solutions that don’t just work in isolation but integrate seamlessly across global supply chains. Whether it’s ensuring product authenticity, preventing counterfeiting, or building scalable reuse and recovery systems, we need to bridge the gaps between stakeholders and develop solutions that drive both security and circularity at scale.

Why do these challenges matter?

Security & authenticity at scale – Ensuring that anti-counterfeiting and tamper-proofing solutions work not just for brands, but across suppliers, retailers, and consumers.

Circularity that works for everyone – Creating packaging and recovery systems that are practical, efficient, and widely adoptable.

Faster growth, greater impact – Startups gain traction faster when their solutions align with real-world supply chain needs and industry-wide adoption.

The future of sustainability and security won’t be built in silos. Bold partnerships, open collaboration, and a shared commitment to scalable solutions will shape it.

Join us in shaping what's next. Find out more about AD Stretch Cohort 04 here.