| Oh to be able to say doctor,
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| | Instead of one voice, there are competing
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| lawyer...even Indian chief. But no. Each
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| | voices, each with its own message.
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| time we say the word "packaging" it seems
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| | Yes, the Consumer Specialty Products
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| that most party guests sidestep toward
| |
| | Association (CSPA) has really beefed up
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| that "must-have" appetizer across the
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| | its image and awareness efforts in the
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| room, or suddenly realize that their
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| | past years, but this association only
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| drinks need refilling.
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| | represents a tiny portion of the
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| And yet we know all too well how
| |
| | packaging industry as a whole. Then
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| essential our role is in society. So who
| |
| | there's the Institute of Packaging
|
| do we have to blame for this lack of
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| | Professional (IoPP), the Packaging
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| esteem? I think a large amount of the
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| | Machinery Manufacturers Institute (PMMI),
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| responsibility rests on our own
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| | the Cosmetic, Toiletry, and Fragrance
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| shoulders.
| |
| | Association (CTFA), the Western Aerosol
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| Not that we should grab people by the arm
| |
| | Information Bureau (WAIB), the Tube
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| and say, "Wait, wait...imagine a world
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| | Council, the Society of Cosmetic Chemists
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| without packaging. What would a Kleenex
| |
| | (SCC), and on and on. Individually they
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| be without a dispensing carton? How ready
| |
| | do a great job of supporting membership
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| would Ready Whip be without the aerosol
| |
| | interests. But when it comes to the image
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| can?" What would a 6-Pack be without a
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| | of the entire industry, it can be argued
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| 6-Pack?"
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| | that the individualized messages do more
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| No, that would only make matters worse.
| |
| | harm than good.
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| What I am suggesting, however, is a
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| | It's not too far flung to compare our
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| collective look in the mirror, and then a
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| | image dilemma with that of the boxing
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| coming together of the disparate forces
| |
| | world. For better or worse, competing
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| within our industry that have been
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| | sanctioning bodies have just about dealt
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| fragmented for too many years.
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| | the boxing industry a self-inflicted
|
| If the general public is to imagine a
| |
| | knock out. Instead of one heavy weight
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| world without packaging, we have to
| |
| | champion, there's one for every
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| imagine a packaging world united in its
| |
| | organization.
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| efforts to educate the general public.
| |
| | Our problem is not one of
|
| Right now in the mind of the average
| |
| | self-destruction, however. It's just a
|
| consumer, there is no packaging industry.
| |
| | matter of respect, and yes, ego. More
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| Many consumers merely believe that the
| |
| | than anything else, it's a matter of
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| product manufacturer is the one
| |
| | pride.
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| responsible for the product's packaging.
| |
| | The truth is, I am very, very proud of
|
| Many simply think of brown bags and boxes
| |
| | "what I do for a living." And most of my
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| when they hear the word "packaging." Even
| |
| | friends and associates in this industry
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| those with a little more manufacturing
| |
| | are equally proud. That's one reason why
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| worldliness only put us packaging
| |
| | I still go to cocktail parties whenever
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| professionals into four major commodity
| |
| | the opportunity presents itself, and
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| groups: glass, metal, plastics and film.
| |
| | still look people right in the eye when I
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| One problem is the fact that there are no
| |
| | answer that self-defining question.
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| industry giants in packaging that serve
| |
| | So let us imagine for a moment a world in
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| to epitomize or represent the industry as
| |
| | which packaging has one voice. It is
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| a whole. Unlike aerospace, computing or
| |
| | possible, you know. All it would take is
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| retail, there is no Boeing, or Dell, or
| |
| | the coming together of our current
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| Nordstom.
| |
| | industry factions, with a single-minded
|
| The second major problem contributing to
| |
| | purpose. And it will happen some day.
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| the lack of understanding and respect is
| |
| | It's simply up to you and me to make it
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| the fact that the industry makes no real
| |
| | happen sooner rather than later.
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| effort to promote or explain itself. The
| |
| | For a downloadable version of this
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| industry has no single voice.
| |
| | release, please
|
| Sure we have trade associations. Good
| |
| | CLICK HERE
|
| ones, too. But they each represent
| |
| | .
|
| different segments of our industry.
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| |
|
