At the occasion of the Congress in Berlin, ECMA presented a 12 minute video titled Unfolding the Future. The video was produced by De Ruijter Management as part of Paul de Ruijter’s keynote presentation. The video presents an image of the future of the world in which the carton industry operates. The scenario for this video was based on the outcome of a brainstorming session with a group of well known carton makers active in ECMA. The two worlds that surfaced from this session were one in which consolidation of the industry continues and another in which consumer focus shifts away from price and towards sustainability, authenticity and exclusiveness.
The first image is characterized by price wars, mergers and acquisitions, a shift of production and business towards Asia and commoditization of cartons. In this world consumers don’t want to pay for brands and fancy packaging. They go for low price and the basics. The second image is characterized by a fragmented small scale packaging industry, which redefines its business concepts from a volume based industry to an added value creating packaging service.
These two directions have been integrated into one world in which the simultaneous trends of globalization and localization provide the context in which both images successfully unfold.
The video begins with a visualized time line - built up from news paper head lines – takeing the viewer from the present into the future. It is 2014 and ECMA has its own business channel broadcasting via Internet. We see an ECMA internet business channel management update.
Download here the summary of the script.
You can view the video here: