BXP - Vol 3 No 7 October 2019 - 10

A

3

D

practical ways
packaging
can reduce its
environmental
footprint.

By Bill Hodges, Director of Sales, Boutwell Owens

Boutwell, Owens & Co., Inc.

Packaging done right

Boutwell Owens is
one of the premier,
independent North
American designers
and manufacturers of
printed paperboard
packaging solutions.
As VP of Sales and
Marketing, Bill Hodges
is a leading voice
on the evolution
of packaging as a
marketing channel.

Visit Boutwell Owens at
http://boutwellowens.com

The hottest and one of the most frustrating topics we
face every day is the link between our behaviors and the
condition of our environment.  Politicians argue, stake
positions, and pontificate on the subject constantly,
and the dialog literally goes nowhere. I believe the
politicians shouting about green new deals, won't solve
this, any more than ignoring the problem will.

In the interest of stimulating some
discussion, I will jump into the burning
pool of discourse.
There are three critical areas to be
discussed and through which we, as
a packaging industry, should evaluate
ourselves. 

Solid WaSte Source
reduction
Let's engage in some trash talk.  Landfills are reaching their capacity; plastic
content in the ocean is an epic problem
impacting sea life and our way life. Not
enough communities have enacted solid
recycling strategies that include new
infrastructure to segregate and dispose
of trash.  The inbound volume simply
exceeds the capacity of a very tired
infrastructure.  Our industry must become
engaged in assisting brands to design a
smaller footprint of disposable matter in

all products that go to market. And all
waste must be weighed against its impact
on our fresh water supply.
In the 70's all the talk was about "solid
waste source reduction".  It was simple. 
Cut down on the trash that we design into
products.  Why do we need a 3-inch wide
box to hold a .50-inch tube of something? 
We had the talking point right, but the
idea just wasn't ready for prime time. 
Packaging had to carry too much content
to reduce its footprint.  Now with various
embedded technologies, packaging can
be an instant launching point to limitless,
cloud-based advertising and branding
resources.  You can launch a television
show from the side of a box, quite literally. 
Who the heck needs more brand space
than that? 
Simply put, we don't trust that the
consumer will execute the technology
so we deny the merits and consequently

condemn our landfills and oceans
to more of the same.  It's a choice. 
Reduce the footprint of your
packaging 50% tomorrow and use
technology to literally triple your
market reach.  The store shelves
won't miss your oversized packages
as long as they move the product. 
Packaging should be an experiential component of a product.  Face it, how
much experience lives in an empty box? 
But add an NFC code, linked to some
alternative reality digital back office, and
the walking dead can dance on your box
and talk to your client.  The dream of the
70's of reducing the packaging footprint, a
dream that was literally born in the Woodstock generation, is within reach. 

SuStainability
 Let's engage in a dialog about this
concept called sustainability.  What is it
and how does my behavior as a packaging
manufacturer impact the planet?  To sustain something is to go beyond prolonging
that something; it is to guarantee that the
resources we have today, in variety, quality
and quantity, are preserved for tomorrow
and all the tomorrows to come.  The earth
contains a static amount of resources,
and we are depleting many of them at a
rate that will leave our descendants with a
depleted planet.

V

E

R


http://www.boutwellowens.com

BXP - Vol 3 No 7 October 2019

Table of Contents for the Digital Edition of BXP - Vol 3 No 7 October 2019

BXP - Vol 3 No 7 October 2019
Contents
Editor's letter
Chief Experience Officer Series: Chris Cornyn
Debate: How Brand And Marketing Experts Can Better Reach Generation Z
Active & Intelligent Packaging Technology Trends
The toolbox
Index of advertisers
The list
BXP - Vol 3 No 7 October 2019 - Intro
BXP - Vol 3 No 7 October 2019 - BB1
BXP - Vol 3 No 7 October 2019 - BB2
BXP - Vol 3 No 7 October 2019 - BXP - Vol 3 No 7 October 2019
BXP - Vol 3 No 7 October 2019 - Cover2
BXP - Vol 3 No 7 October 2019 - 1
BXP - Vol 3 No 7 October 2019 - Contents
BXP - Vol 3 No 7 October 2019 - 3
BXP - Vol 3 No 7 October 2019 - 4
BXP - Vol 3 No 7 October 2019 - 5
BXP - Vol 3 No 7 October 2019 - Editor's letter
BXP - Vol 3 No 7 October 2019 - 7
BXP - Vol 3 No 7 October 2019 - 8
BXP - Vol 3 No 7 October 2019 - 9
BXP - Vol 3 No 7 October 2019 - 10
BXP - Vol 3 No 7 October 2019 - 11
BXP - Vol 3 No 7 October 2019 - Chief Experience Officer Series: Chris Cornyn
BXP - Vol 3 No 7 October 2019 - 13
BXP - Vol 3 No 7 October 2019 - 14
BXP - Vol 3 No 7 October 2019 - 15
BXP - Vol 3 No 7 October 2019 - 16
BXP - Vol 3 No 7 October 2019 - Debate: How Brand And Marketing Experts Can Better Reach Generation Z
BXP - Vol 3 No 7 October 2019 - 18
BXP - Vol 3 No 7 October 2019 - 19
BXP - Vol 3 No 7 October 2019 - Active & Intelligent Packaging Technology Trends
BXP - Vol 3 No 7 October 2019 - 21
BXP - Vol 3 No 7 October 2019 - 22
BXP - Vol 3 No 7 October 2019 - Index of advertisers
BXP - Vol 3 No 7 October 2019 - The list
BXP - Vol 3 No 7 October 2019 - Cover3
BXP - Vol 3 No 7 October 2019 - Cover4
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