Finding our sustainability stride
Converters must learn to educate consumers while communicating market needs to our suppliers.
Andrew Strickenburg, Sustainability Mgr., Southern Champion Tray LP -- Converting Magazine, 10/14/2009 2:28:00 AM
The invisible Middleman
Let's face it. There's little consumer interest in what we do, which is another key reason for converters to focus on an educational and communication role. A 2008 study by TerraChoice Environmental Marketing showed that among the top 21 consumer environmental issues, only eight could possibly be connected to the converting process. For better or for worse, the vast majority of consumer attention is on sourcing and disposal-and not the stuff in between. This is not to say we should neglect our own environmental performance; that would be practically and ideologically foolhardy. We simply needt to educate the consumer and to effectively communicate market requirements with suppliers.
This is not an easy task as it requires immersion in an entirely new field for many in the converting industry. In the same way we are trusted experts in structure and graphics, we must become experts in sustainable packaging. This task is made all the more difficult because there are few established standards or texts on how or what makes packaging more sustainable. The rapid rise of the sustainability trend has outpaced industry ability to develop hard-and-fast rules and conventions. The issues involved are changing constantly and often lack straightforward answers. In an interesting twist toward a technology model, it's no longer a game of who has the most experience, but who is able to learn and adapt more quickly.
Getting left out?
If we decide it's not worth our time to educate and communicate, we will soon find decisions being made without us. Consumer demand will depart from reality, as has already taken place with increasingly infamous "biodegradable" claims for myriad packages.
Raw-material suppliers will offer us tools and materials we cannot sell. And the Federal Government will shape policies that veer wildly from the reality-grounded perspective our industry can provide. The Federal Trade Commission has already held open forums on green claims that went largely unnoticed by converters, and we're continuing that dangerous trend by ignoring potential legislation such as the Eco-Labeling Program proposed by Sen. Dianne Feinstein (D-CA).
As sustainability takes shape, converters have an unparalleled opportunity to guide it down an effective path. If we can learn to embrace the complexity of the issues, take the time to educate our customers and drive our suppliers to deliver market needs, we may find ourselves doing what we've always done-in a more sustainable fashion.
Andrew Strickenburg is sustainability project mgr. for paperboard-box converter Southern Champion Tray LP. He has a B.A. in philosophy from Covenant College and is active in the Paperboard Packaging Council and Green Foodservice Alliance. Andrew can be reached at 423/756-5121, ext. 124, email: astrickenburg@sctray.com, www.sctray.com
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