On the final day of the AWA Global Release Liner Summit, held March 19-21, 2025, in Chicago, IL, USA, a panel of young industry leaders focused on the future of the label and package printing industry. Moderated by Channeled Resource Group’s Ginnie Gandy, Wausau Coated Products’ Adam Frey, Green Bay Packaging’s Neal Vander Loop, Lamart Corporation’s John Picheria, and AWA’s Anum Beg the latest trends and expectations for future leadership.

Here, the panelists discussed challenges and opportunities for those in the label industry – both in the short term and in the future. The hottest topics, from automation and AI to sustainability, will play a role for leadership teams for years to come.

According to Frey, adaptability is one of the most important attributes for a future leader. “The biggest obstacle in business is resistance to change and the mantra of, ‘We’ve always done it this way,’” said Frey. “There’s no real consideration for: could it be done a better way? At Wausau Coated Products, there’s always a ‘Why are we doing it this way’ concept. It’s all about communication on both levels and going through a change management process. That brings us all together in the end.”

“‘For me, change management boils down to folks who have been in roles for more than 45 years and deciding how you bring in a new generation that can use AI and automation to make that workflow faster,” added Vander Loop. “For us at Green Bay Packaging, we have tried to find the unique balance between the two. Younger generations want to use automation and power AI, and it’s important to have the expectations set up front. We’re trying to find that delicate balance.”

All the panelists emphasized the importance of establishing a platform with consistent dialog, where all parties can communicate their opinions and concerns. “I’ll be honest – we don’t always agree, but if you understand where someone is coming from and why they may be cautious, it helps the group come together,” remarked Frey. “We do peer groups all the time at WCP – both tenured and new to help our team understand each other better.”

Green Bay Packaging has created a Young Professional Network, where peers under 38 years of age can bounce ideas off of each other to various divisions of the company.

According to Frey, WCP has invested significant resources in its employees. The company has also created an atmosphere that fosters education and problem-solving.

“From a leadership level, you have to invest in employees and give them the chance to fail,” stated Frey. “And at WCP, we’re not afraid to make a mistake. We don’t want to rob employees of the chance to learn. That also helps them feel like they’re a part of something.

“As millennials, we’re looking for companies that are investing in us, giving us opportunities, and letting us fail,” Frey continued. “We have embraced that philosophy, and it’s helped us retain talent.”

“Younger leaders need to have the confidence to step up and make a difference, but that needs to be met from upper management,” added Gandy.

AI and the future of management

Artificial intelligence (AI) is poised to play a significant role in the future of manufacturing leadership.

“We have two approaches: one is using Copilot and ChatGPT,” explained Vander Loop. “Outside of that, we’re investing in trying to understand where AI can take us, and it’s probably in the scheduling area. How can we use an algorithm where a person is still there but managing exceptions? The other piece where we’ll see that impact is scheduling machines. If you can use programs and algorithms, I think that’s where this industry is going to go.”

The diminishing workforce and lack of available talent will also push the label manufacturing industry more toward automation and AI.

“As we look at the labor force of the next 5-10 years with the workforce we have, you’re going to be outgunned and outrun,” said Frey. “You could lose 30-40% of your workforce due to retirement, and you’ll need AI to help you become more efficient every single day. I also believe humans are meant to create things. We’re not built for data entry, so we want to utilize the skills of our people and that will help propel us forward much faster. We’re embracing technology and learning more as we go.”

As far as retaining skilled employees already in the shop, Frey added, “Communication is super critical up and down. Everyone needs to know the mission and where they’re headed. We’re focused on career mapping and creating a picture for their future and to create buy-in right off the bat. That helps our team members engage and feel like part of the organization.”