A recent July referendum has determined that the Paper and Packaging Board’s national consumer marketing programme will not be renewed.
The decision follows a vote by manufacturers and importers of paper and paper-based packaging, with a majority opposing continuation.
What the vote means for the industry
The United States Department of Agriculture reported that 74 percent of those voting—who together represent 90 percent of the industry’s production volume—chose not to continue the programme.
Open to companies handling at least 100,000 short tons in 2024, the vote fell well short of the simple majority needed to carry on.
Timeline and wind-down of the marketing programme
Founded in 2014, the Paper and Packaging Board launched its consumer marketing actions under a USDA-backed initiative to boost demand for paper packaging.
Following the vote, the board has begun the process of shutting down the programme and winding up operations.
Overview of campaign achievements
Over the past 11 years, the campaign has delivered measurable results. An independent econometric study from Cornell University calculated a near 14-to-1 return on investment for the industry.
The board’s efforts also helped shift consumer perceptions—promoting paper-based packaging as trustworthy, innovative and environmentally conscious.
Memorable creative assets included the TV spot Letters to Dad, the animated characters Casey and Page, and comedian Retta’s Papertarian message encouraging people to choose and recycle paper products.
