A recent July referendum has determined that the Paper and Packaging Board\u2019s national consumer marketing programme will not be renewed.<\/p>\n
The decision follows a vote by manufacturers and importers of paper and paper-based packaging, with a majority opposing continuation.<\/p>\n
What the vote means for the industry<\/h2>\n
The United States Department of Agriculture reported that 74 percent of those voting\u2014who together represent 90 percent of the industry\u2019s production volume\u2014chose not to continue the programme.<\/p>\n
\u00a0Open to companies handling at least 100,000 short tons in 2024, the vote fell well short of the simple majority needed to carry on.<\/p>\n
Timeline and wind-down of the marketing programme<\/h2>\n
Founded in 2014, the Paper and Packaging Board launched its consumer marketing actions under a USDA-backed initiative to boost demand for paper packaging.<\/p>\n
Following the vote, the board has begun the process of shutting down the programme and winding up operations.<\/p>\n
Overview of campaign achievements<\/h2>\n
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.<\/p>\n
The board\u2019s efforts also helped shift consumer perceptions\u2014promoting paper-based packaging as trustworthy, innovative and environmentally conscious.<\/p>\n
Memorable creative assets included the TV spot Letters to Dad<\/em>, the animated characters Casey and Page, and comedian Retta\u2019s Papertarian<\/em> message encouraging people to choose and recycle paper products.<\/p>\n <\/p>\n <\/p>\n <\/p>\n![\"Email](\"https:\/\/www.packaging-gateway.com\/wp-content\/themes\/goodlife-wp-B2B\/assets\/images\/newsletter-new.svg\")
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