The perennial cocktail party question, “So, what do you do?” can be a moment of truth, especially for those of us in the packaging industry. While doctors and lawyers command immediate respect, mentioning “packaging” often elicits blank stares or a hasty retreat towards the hors d’oeuvres. This lack of recognition stings, considering how essential packaging is to modern life.
Who is to blame for this lack of esteem? A significant portion of the responsibility lies with us. It’s not about accosting people with hypotheticals like, “Imagine a world without packaging!” Instead, we need a collective self-reflection and a unification of the disparate forces within our industry.
Currently, the average consumer doesn’t perceive a unified “packaging industry.” Many assume the product manufacturer handles everything, or they simply think of brown boxes. Even those with some manufacturing knowledge often categorize us into basic material groups: glass, metal, plastics, and film.
Two major issues contribute to this misunderstanding. First, unlike industries like aerospace or computing, packaging lacks recognizable giants to represent the whole. Second, the industry makes insufficient efforts to promote itself with a unified voice.
While excellent trade associations exist, such as the Consumer Specialty Products Association (CSPA), the Institute of Packaging Professionals (IoPP), and the Packaging Machinery Manufacturers Institute (PMMI), they represent specific segments. Instead of a single, powerful message, there are competing voices, potentially diluting the overall impact.
This situation mirrors the boxing world, where competing sanctioning bodies have arguably damaged the sport by creating multiple champions instead of one undisputed titleholder. Our issue isn’t self-destruction, but rather a lack of collective pride and respect.
I am proud of my work in packaging, as are many of my colleagues. That’s why I still attend cocktail parties and answer that defining question with conviction. Imagine a world where packaging speaks with one voice. It’s achievable, requiring a unified effort from all industry factions. The power to make this happen sooner rather than later lies with each of us.