Pulp and Paper Canada

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Management Practices: Telling a good story


June 1, 2002
By Pulp & Paper Canada

Marketing and social trends show that consumers will increasingly make choices based on emotions. “All producers of products and services have to have a story to tell to appeal to that marketplace,” s…

Marketing and social trends show that consumers will increasingly make choices based on emotions. “All producers of products and services have to have a story to tell to appeal to that marketplace,” says Alan Procter, a watcher of future trends. “A story is the attribute of a product or service that satisfies an emotional need.”

The industry, apart from a few exceptions, has not historically been good at telling its story. That has left others to tell their story, for example, environmental NGOs. “They influence the decision-makers in government,” Procter notes. Thus, forest-products companies should listen to what outsiders have to say, if only to find out their story.

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— Perry J. Greenbaum


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