While at several prominent events over the past month, I realized that our industry has a messaging problem. There’s not one area, specifically, where the marketing needs to change. Rather, various aspects can improve to better promote our goals, from sustainability to the workforce.

Sustainability has been the hot topic, seemingly for years. More companies are doing the legwork to ensure that their materials promote circularity. From the inks to the substrates, suppliers are working tirelessly to help fight climate change.

However, during the TLMI Converter Meeting in St. Petersburg, FL, USA, Steve Alexander, president of the Association of Plastic Recyclers, cited perception and reality: most people think that only 8% of waste gets recycled. The reality is 87% of waste is recycled. Consumers are undoubtedly confused, as regulations often shift from town to town. Label suppliers can design the most cutting-edge materials, but if brand owners and consumers think the product is destined for the landfill, it could very well end up there anyway.

We also need better messaging when dealing with employment within the industry. Label King’s Robert Parker deftly noted during the midst of the Covid-19 pandemic that industry members should take a lot of pride in working in a space that kept the country afloat during turbulent times. Print is not dying. For example, how could a dying industry play such an essential role for the economy? The opportunities are numerous, too.

“We don’t have enough labor in this country,” noted Alan Beaulieu, president and CEO, ITR Economics. “The work-to-population ratio is normal and better than it has been in the past, too. Looking at full employment, there are more jobs than we can possibly fill.”

Given that the jobs are there, we need to showcase the perks of working in the manufacturing space. In addition to growth opportunities in most all companies, the ability to avoid costly student loan debt is a huge perk.

One message we need to eliminate is the concept of an Old Boys Club. The label and package printing sectors need far more representation, both in terms of gender and ethnicity. Why alienate the vast majority of a candidate pool? As Esko’s Melissa Plemen noted at EskoWorld 2022, “Companies with a diverse workforce are 35% more likely to experience greater financial returns than their respective non-diverse counterparts. Meanwhile, companies with greater diversity are 70% more likely to capture more markets.”

Unique viewpoints lead to greater creativity in the workplace. Beontag has the right idea. According to Barbara Dunin, Beontag is focused on increasing women in management positions to above 50%, with a target of women in their entire workforce of 40%.

The best time to start implementing these practices and procedures was years ago. The next best time is now. To start the process, we need to focus on how we’re selling our products and our potential. As the numbers show, both are imperative for the future of the industry.


Greg Hrinya, Editor
[email protected]