What is the the benefit of the Marketing Workstream?
Bringing together a group of like-minded individuals who hold marketing roles across our industry enables us to jointly work towards common goals and to make a positive impact for our industry. The Marketing Workstream pulls together individual skills from each participant and then harmonises these, enabling all participants to speak with one voice – internally to our own organisations and also externally to the whole industry. We collaborate through this forum and focus our time on the main topics that our industry is currently facing. We look to create tools and content that can be employed by all members of the Workstream, consistently. In doing this, we are able to better promote the high recycling rate of fibre-based packaging in Europe – which is the highest rate compared to other materials – at 82.3%!
What is the importance of working across company borders?
Being part of this Workstream enables us to listen to and understand the different perspectives across all member organisations – challenges and opportunities can be perceived differently by companies in our industry. The Workstream ensures that each individual member can offer their opinion and perspective, the group can look to align where possible and then under the banner of the Pro Carton association as well as our own marketing platforms, we can speak with one voice to the industry. This is a powerful tool for marketing!
What are the main challenges/opportunities you see in 2024 for our industry?
The biggest challenge, I am sure I am not alone in saying, is the implementation of PPWR, EPR and the impact that will have on our industry.
The opportunity for this Marketing Workstream group is to find a way to talk to consumers, to start “educating” them. Consumers play a critical role in supporting the circular economy. We can make the most positive impact through marketing that is focussed on motivating and encouraging consumers to buy fibre-based packaging and to collect, sort and recycle their waste correctly.