Does packaging get sufficient respect?

Does packaging get the respect that it deserves? Some say no, but the tide seems to be turning. The message at the recent Pharmaceutical Packaging Forum was somewhat mixed. Some quipped that packaging was treated as an afterthought. It wasn't planned for, and wasn't put on the critical path of activities for their company. Yet others had a much more positive message. Perhaps this indicates that packaging is turning a corner.

Before respect comes recognition. In my inquiries over the past several years, I have been surprised by how many folks don't recognize packaging as an industry, occupation or process. One gentlemen who had spent a career in manufacturing and education told me that he never thought about packaging until he spoke with me and then went on an outing with his wife to the supermarket just to observe the role that packaging played.

Another colleague who manufactures parts for the auto industry told me that he didn't have a clue about the extent of packaging machinery technology, and all the parts that he could make for packaging machinery, until he attended a Pack Expo with me. We use packaging multiple times every day, but most folks have very little recognition of the economic impact, jobs or technologies involved in packaging.

Searching the North American Industry Classification System codes for packaging brings up codes 561910 for packaging and labeling services, 333993 for packaging machinery manufacturing and a variety of codes for the differing materials used to create containers such as glass, plastic film, aluminum foil, and coated paper. Although packaging services are likely on the increase as manufacturers choose to outsource more of their packaging operations, these classifications still miss about half of the real economic impact of packaging. Most packaging continues to be done inside other established industry classifications such as cosmetics, pharmaceuticals or confectionery. We won't recognize, respect or manage that which we don't measure.

One indicator of the changing level of recognition of packaging is the increase in educational focus that is being given to the industry. Community colleges, universities and even some high schools around the country are beginning or expanding programs on packaging operations, packaging machinery engineering and maintenance, packaging materials science and packaging design. The green movement is also bringing recognition to packaging as we try to minimize waste while consuming more and more packaged products that were previously delivered to consumers in their raw, unpackaged state.

No where is it so apparent that respect for packaging is on the increase as it is in food and pharmaceutical packaging. Comments like; “packaging is a significant factor in improving patient outcomes”, “packaging is a vehicle to improve the marketing of pharmaceuticals”, “packaging has a role in profitability”, “packaging adds value to the product” and “packaging saves lives” are all indicators that respect for packaging is growing. At the same time, these comments are indicative of increasing challenges for packagers, consumers and law enforcement as counterfeiting and altering packaging becomes lucrative for criminals. One growth area is bound to be packaging forensics.

Recognition and respect for packaging is not as complete or mature as it should and will be. As both increase, opportunities will abound. Watch for new businesses, new services, new technologies, new international standards, new jobs, new organizations, new educational programs, and new challenges for law enforcement – all aimed at catching a piece of the growing respect and recognition of packaging.

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