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