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