Page 16 - BOSS Today Issue 44

BOSS Today #44 SPECIAL FEATURE

Addressing The Plastic Problem plastic out of the supply chain, but for 1,000m will have the same plastic
Indeed, one of the unique features there are some things that we cannot cap, barrel, tip, packaging and carbon
of the writing instruments market is do without, such as bar codes etc. So, footprint as one that will write for
that – perhaps more than any other while there is a lot of interest in this only 200m, but will last five times
traditional stationery item – these issue from consumers, some of this is longer and therefore have only a
products are partly sold on how they not entirely logical: for example, instead fifth of the environmental impact”.
look. This means that product visibility of shrinkwrapping markers, Pentel
in retail is vital for these items, so came up with a recycled and recyclable Fantastic Opportunities
that consumers can see what they cardboard alternative. Within a couple There are, then, plenty of opportunities
are buying. However, being small and of weeks, the company received a for writing instruments manufacturers
(sometimes) of relatively high unit value, couple of complaints from consumers, to leverage their talent for innovation.
they are also eminently thievable and, who felt that it was ‘over packaged’!” Says Craik, “We can’t move away from
as a result, need to be protected from plastic pens easily, but we can do a lot of
pilferage. The mantra is therefore ‘Let More Than One Way To Crack A Nut work to make them more recyclable and
the consumers see what they are buying Of course, there is often more than one to make the packaging easier to recycle
but don’t make it easy to steal them!’. way to crack a nut and other ways of (and easily identifiable as that), but
What these individual products addressing environmental issues have we need to focus on our core strengths
need, of course, is their own retail included looking for plastic materials and persuade consumers that actually
display showcase: and, in the past, that are kinder to the environment: for buying a more expensive refillable
the solution to this has often been example, replacing APET with RPET, pen – or one with more ink in it – is
the use of plastic packaging. which has a slightly milkier look to the much more environmentally-friendly
As we know, ‘single use’ plastic plastic, but is much easier to recycle. than buying a disposable product.”
packaging is very much the issue of Another option is to move towards Furthermore, as Chairman of the
the moment and, as a result, writing refillable pens. Says Craik, “Around WIA, Craik is keen to point out that
instrument manufacturers are being two thirds of Pentel’s product range is the Association can provide ‘fantastic
engaged about it on a daily basis by refillable – in fact, many even use the opportunities’ for writing instruments
interested customers. “It’s both a same refill – but one problem is that manufacturers to work together for
challenge and an opportunity.” says it’s very difficult for consumers to buy their mutual benefit: “There are still
Craik, “For example, what is the a refill! It’s interesting that some of some strong writing instruments
definition of ‘single use’? Some might Pentel’s bestselling SKUs on Amazon brands that are not members of
even consider the body of a plastic are refills, simply because no-one else in BOSS, nor of the WIA: we want to
‘disposable’ ballpoint pen to be single the industry carries them.” Accordingly, encourage them to get involved in our
use plastic, but you could also argue Craik emphasises that dealers should fantastic opportunities for networking
that it isn’t, because it’s not something look at offering branded quality refillable and information exchange.”
you open and throw away on the day pens and their refills, pointing out that This, then, is one showcase that
you buy it, or only a week afterwards.” these “will work more reliably than is determined to highlight the
As a result, at the end of last year, the cheap, poor quality plastic disposable potential successes of the future,
WIA produced a ‘Positions Statement’ ballpoints sourced from China!” not just display those of the past.
(see box) in conjunction with the BOSS In addition, Craik believes that
Single Use Plastic Packaging Interest manufacturers’ innovative energies Martin Wilde – the author of this article - is
Group which, Craik believes, answers – and dealers’ sales efforts – Managing Director of OP market research
most people’s questions: “At the end of should also focus on greater product specialists Martin Wilde Associates Ltd
the day, all of us are working to take longevity: “A marker pen that writes (www.martinwildeassociates.com).

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