ECMA – Fit for the Future |
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The European Carton Makers Association (ECMA) was founded in 1960 to promote the interests of one of the most diverse sectors of the packaging industry. Today, it acts as the established forum and officially approved umbrella organisation for national carton associations throughout Europe.
De Ruijter Strategy produced a ‘scenario film’ for the ECMA which envisaged the future of the world in which the carton industry operates. In preparatory sessions with the ECMA, two possible future worlds emerged: one in which the industry continues to consolidate bringing prices ever lower, and another in which consumer focus moves away from price towards sustainability, authenticity and exclusiveness.
The first scenario is characterised by price wars, mergers and acquisitions and a shift of production and business towards Asia. In this world, consumers want low prices and basic packaging over brand names and fancy packaging. The carton is a commodity and nothing more. The second scenario is characterised by a much more fragmented, small-scale packaging industry. It moves away from volume-based production to creating an added value packaging service.
We integrated these two differing scenarios within one world, the simultaneous trends of globalisation and localisation providing the context in which both scenarios successfully unfolded.
The film was presented at the ‘Fit for the future’-themed annual congress, held from 13th to 16th September in Berlin, Germany.
Use the links below to watch the streaming video:
