Business View Magazine - Sept 2023

149 BUSINESS VIEW MAGAZINE VOLUME 10, ISSUE 9 FLE X I BLE PACKAGING ASSOCIAT ION (FPA) decision hinges on the end consumer’s experience. The freshness, taste, and overall quality of the product cannot be sacrificed for the sake of packaging innovation. Keane’s optimism about the future of flexible packaging is palpable. “The growth is amazing year over year, and the innovation is too,” she remarks, “Every month there’s something new and there’s a technical innovation that allows something that couldn’t have been put in flexible before to now be able to be put in flexible.” Amplifying the Message: The FPA’s Multifaceted Communication Strategy In an age where information is abundant, yet attention spans are fleeting, effective communication is paramount. The FPA recognizes this and has crafted a multifaceted strategy to keep its members informed and engaged. Dani Diehlmann, Vice President of Communications, outlines the association’s approach. “We push a lot of our information out on social media,” she begins, listing platforms like [Twitter] X, Facebook, LinkedIn, and Instagram. Even TikTok has found a place in the association’s communication arsenal, albeit to a lesser extent. Through these channels, the FPA disseminates a plethora of reports, from industry insights and market data to sustainability studies. “We’ve conducted several case studies over the years to back our claims that flexible packaging is the environmental option for packaging,” Diehlmann notes. This proactive approach ensures that consumers, brands, legislators, NGOs, and other stakeholders remain informed. Trade shows and conferences also play a pivotal role in the FPA’s outreach. Not only do they maintain a presence with booths and informational materials, but Keane often presents at these events, furthering the educational mission. Diehlmann elaborates on their annual events, “We hold two conferences a year. Our annual meeting is for our members only, providing updates on the industry, trends, and market data. Our fall conference delves deeper into the technical aspects of the industry.” While the FPA itself doesn’t offer training sessions due to its compact team size, collaboration with other organizations fills this gap. Diehlmann lists several pivotal partners, including Roll2Roll, TAPPI, PRINTING