I was lucky enough to grow up in packaging during the 80s and 90s, a period when packaging was starting to be recognized as a fundamental component in the overall product equation. We still did not have a seat at the management or marketing tables, but exciting things were happening all around us—the approval of aseptic packaging of fluids, the emergence of two-liter plastic beverage bottles, and the growth of retort pouches and microwavable packaging, to name a few.
What we saw in that period was significant technical, marketing, and distribution resources being applied to packaging-driven projects. The resources came from many directions, too, including suppliers, converters, brand owners, packaging associations, and academia. Vocal and visible leaders reminded the packaging community how important it was to listen carefully and early on to what consumers were saying about packaging. Those same leaders pushed for performance testing and backed the development of new and improved materials and package formats. Technical ladders in R&D departments allowed leading packaging people to pursue ambitious projects and be rewarded for their technical accomplishments. Training and education, it’s worth noting, were widely available for packaging professionals.
