Obama-mania is sweeping the nation and concern for the environment, seeping into our collective conscience, is increasingly less likely to be perceived as the hobbyhorse of the liberal elite. As this surge of enthusiasm converges with recession it presents an opportunity for savvy marketing. The reusable packaging industry, as represented by the Reusable Packaging Association (RPA), is doing just that. RPA Board Chairman Bob Klimko claims, “The time is ripe for businesses to embrace the concept of reuse and to realize its potential to help them reach their sustainability objectives while strengthening their own companies through cost savings and improved efficiencies.â€
Obama-mania is sweeping the nation and concern for the environment, seeping into our collective conscience, is increasingly less likely to be perceived as the hobbyhorse of the liberal elite. As this surge of enthusiasm converges with recession it presents an opportunity for savvy marketing.
The reusable packaging industry, as represented by the Reusable Packaging Association (RPA), is doing just that. RPA Board Chairman Bob Klimko claims, “The time is ripe for businesses to embrace the concept of reuse and to realize its potential to help them reach their sustainability objectives while strengthening their own companies through cost savings and improved efficiencies.â€
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We introduced you to the RPA when they hosted an educational forum on the corporate benefits of reusable packaging. The RPA is primarily focused on packaging that “moves product from manufacturer to retailer.†With a new president at the helm, Jerry Welcome, we’re taking another look at the RPA and their efforts to promote sustainability.
Recently the New York Times recognized that, “While there are environmental and financial arguments for both types of container, few studies conclusively compare the relative merits of plastic bins and cardboard boxes made from recycled material. But there is a widespread view among environmentalists that it is always better to reuse a product rather than manufacture a new one.â€
The RPA does not endorse one material of packing over another. We spoke to Welcome and asked him to comment on the most environmental packaging available. He insisted that the RPA does not favor any single material and that each type of packaging has its advantages and disadvantages.
As a trade organization, the stated goal of the RPA is to increase demand for the membership’s products. While endorsing the most efficient packaging would likely elicit a reaction within the varied membership, it does seem appropriate for an organization trumpeting sustainability.
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