Pitting Packaging Materials Against Each Other Misses The Bigger Picture BY MARY ANNE HANSAN I recently spent a whirlwind week of travel visiting with Pa- per and Packaging Board members in McLean, VA, the Fi- bre Box Association’s Board of Directors in Banff, Canada, and American Forest & Paper Association’s Board of Di- rectors in Washington, D.C. I shared with them the positive attributes among consumers who have seen our national marketing campaign: How they associate with our indus- try and have a strong preference for paper-based prod- uct packaging, shipping boxes, catalogs and direct mail. I could not help but think about the positive sea change in consumers’ knowledge and awareness of paper’s sustain- ability story since the campaign began advertising in 2015. And it wasn’t just me, our board members are feeling the improvement too. But the sands are shifting and there is more on our sustainable “to do” list today than at any time during the campaign, especially when the industry’s com- petitors are organized and increasing their efforts to im- prove public perception and use of their products. Here’s our “to do” list: • Increase fiber recovery from consumers through recy- cling education. From pizza boxes to shipping boxes, remind consumers to empty and flatten the box and then recycle it so we can keep our recycling plant pipe-
lines full • Showcase the paper innovations that are replacing plastics to position paper as the smart material for a sustainable future • Reduce environmental guilt about using trees to make paper and paper-based packaging by ensuring con- sumers are aware of U.S. companies’ shared forest legacy with private landowners • Promote features that customers want in their product packaging – materials that are recyclable, use less nat- ural resources and are made from renewable materials • Buffer against attacks and threats to the industry and its companies’ sustainability ethos and contributions This October, paper manufacturers and importers sup- porting this campaign will be asked if they want to contin- ue investing in this unified effort. The business case for continuing this important work is as clear as it is strong. Concern for the environment is not going away and cus- tomers and consumers alike are looking for industries like ours to continue leading the way. We can’t lead if we aren’t collectively at the table to- gether working toward a unified goal and way forward. The Paper and Packaging Board has been bringing paper manufacturers and importers together since 2014 and has implemented a successful national consumer sustainabili- ty campaign that is lifting all boats. Mary Anne Hansan is the President of the Paper and Packaging Board (P+PB).
• Machinery selection • Plant layout • Project Management • Consulting
A true corrugated industry veteran with nearly 50 years’ experience, Richard Etra can help you with every aspect of box plant operation. Contact Richard today for a no-cost consultation: email: richard_etra@etracorrugatedsolutions.com ph: 917-647-9520
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www.boardconvertingnews.com
July 17, 2023
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