The National Association of PET Container Resources (NAPCOR) is taking a stand to combat the ubiquitous turtle-with-a-plastic-ring-around-its-neck image that consumers have been inundated with by introducing an educational campaign around the benefits of PET. “There has only been one message around plastics in general, and that has been quite negative,” said David Collier, Executive Director of NAPCOR, at The Packaging Conference this week in Austin, TX. “Because we know about this product and know how many wonderful things it delivers to the public, we are introducing Positively PET to stem the anti-PET and anti-plastic sentiment.”
Collier outlined the objectives of the Positively PET campaign at The Packaging Conference.The campaign will combine a number of elements, one of which is the spread of the Positively PET message via paid social media messaging. The goal is to focus on 20 to 25 different major metropolitan areas over the course of three years. Paid social media will also be joined by news media outreach.
Other building blocks of the campaign, Collier explained, include:
· A microsite where press and consumers can find information
· Infographics
· Fact sheets
· A video themed around Positively PET
· Templated copy
· Tough Q&As/FAQs
Collier noted that NAPCOR has for years attended events such as The Packaging Conference talking about the benefits of PET. Now the association wants to get the message out to those people who haven’t heard it—consumers.
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When asked by an audience member how NAPCOR intends to measure the success of its campaign, Collier noted that social media has the advantage of being measurable “We will also be looking at before and after studies in these cities to see if recycling rates improve,” he said. “Will it move the recycling rate from 30 percent to 50 percent? No, but we want to provide a different message than the one the consumer is seeing today.”
PMMI, the Association for Packaging and Processing, States Position on Sustainability
· Packaging plays a critical role in our world. It safeguards our food, protects our medicines, shields our purchases, and allows for the transportation of goods; protecting what keeps us healthy and happy.
· The packaging industry has a responsibility to limit its environmental impact. We are driving innovation across all packaging types, throughout the supply chain, to increase the use of recycled materials and reduce the amount of packaging being used.
· Making packaging as sustainable as possible is not about eliminating any single material, but rather making smart, eco-friendly choices that help packaging meet the needs of consumers, and the environment.
· The solution requires a combination of many things, from infrastructure to education to innovation. Everyone has an important role, including consumers,
· The move toward sustainable practices, products, and materials is ever-present and a priority in the packaging industry. Sustainable solutions are being thought about and innovated every day so that packaging can continue to play an important role in our lives.
We need packaging to safeguard our food, protect our medicines, shield our purchases, and transport our goods; packaging protects what keeps us happy and healthy. Because of its essential place in our world, we have a responsibility to limit its environmental impact.
The solution requires a combination of infrastructure development, education and engagement, innovation, and clean-up efforts. Everyone has an important role, including consumers, who must play an active part and be willing to share in the cost of innovation. Our industry is driving innovation, and we see this in the ongoing push to improve sustainability across all packaging types, throughout the supply chain.
This is true for a variety of packaging formats; from the plastic used on bottle caps, to polyethylene terephthalate (PET) bottles, to recycled corrugated card used in cartons and cases and recycled, high-density polyethylene (rHDPE) or recycled polyethylene terephthalate (rPET) film.
Sustainability initiatives in packaging have advanced considerably, leading to an increased use of recycled materials, as well as a reduction in the amount of packaging being used. This is being addressed by redesigns to reduce the footprint of the packaging, careful monitoring of the amount of packaging used to reduce wastage, increased use of biodegradable materials like BioFilms, and production of thinner packaging, be that thinner carton walls or thinner film on a wrapping machine. And to facilitate this, OEMs are developing machines with improved functionality to minimize waste and maximize productivity speeds with innovative and environmentally friendly materials.
These are just some of the examples of what the packaging industry is doing—the speed of innovation is rapid. PMMI reports on sustainability issues and innovations regularly, published daily via our Media Group’s digital platforms, monthly in Packaging World magazine and annually in our Innovations Report—a roundup of technologies seen at PACK EXPO, where there is an emphasis on education, ideas, and technologies advancing sustainability efforts.
What's in store for CPGs in 2025 and beyond? Packaging World editors explore the survey responses from 118 brand owners, CPG, and FMCG Packaging World readers for its new Annual Outlook Report.
Collier outlined the objectives of the Positively PET campaign at The Packaging Conference.
