Packaging professionals often face a lack of recognition, a stark contrast to the essential role they play in society. At social gatherings, mentioning ‘packaging’ can lead to disinterest, yet the industry’s impact is undeniable. The responsibility for this perception lies partly with packaging professionals themselves.
Instead of overwhelming people with hypothetical scenarios of a world without packaging, the industry needs a unified approach to educate the public. Currently, consumers often attribute packaging to product manufacturers, overlooking the complexity and expertise involved. Many associate packaging with simple materials like brown boxes, failing to recognize the innovation and sophistication within the field.
Unlike industries with prominent figureheads, packaging lacks a universally recognized representative. While trade associations exist, they often operate in silos, diluting the industry’s overall message. Associations such as the Consumer Specialty Products Association (CSPA), the Institute of Packaging Professionals (IoPP), and others, focus on specific segments, creating competing voices rather than a cohesive narrative.
This fragmented approach mirrors the challenges faced by the boxing world, where multiple sanctioning bodies have diminished the significance of a single, undisputed champion. The packaging industry’s challenge isn’t self-destruction but a need for greater respect and unified pride.
Many packaging professionals are proud of their work and its importance. To foster broader recognition, the industry must unite its various factions with a common goal: to educate and elevate the perception of packaging. Achieving this unified voice requires a collective effort to raise awareness and showcase the industry’s vital contributions.