Page 56 - Print21 November-December 2021

Associations
The year that was with PVCA
PVCA looks back
over 2021, charting
the challenges and successes in a year that will be remembered forever.
Without a doubt, 2021 was a year to remember, and one we would prefer to forget. Despite that, the future for the print, packaging and signage sector is promising.
Covid 19 continued to hit hard. The cycle of shutdowns, lockdowns and business as usual built resilience where we have been accustomed to business as usual. These disruptions have
in many cases fundamentally changed the way we work and socialise.
Despite the circumstances, there were significant industry announcements to highlight successes and acquisitions. And of course there were some difficulties.
Australia Post has again
been in the news for all wrong reasons. The Print and Visual Communications Association (PVCA) has again made a critical submission to a Senate enquiry to keep valuable direct-mail channels affordable for their customers.
Apprenticeships
Apprenticeships and training continue to be ongoing issues for the sector. PVCA continues to work with federal and state governments to maintain focus on the value of print, packaging and signage to the Australian community. The value of, and the need for, apprenticeships and traineeships in sectors other than the high-profi e technology disciplines is front and centre in those discussions.
We continue to see changes to environmental and workplace legislation across federal and state jurisdictions. Again, PVCA is heavily involved with other
PVCA president: Walter Kuhn
The community definition of a sustainable business has been widened.
industry bodies, to ensure our voices are heard.
This mix f events might
be seen as adversity. Others
see them as an opportunity to change for the better. Different business models, new ways of working, the introduction of better technology to streamline administration and production will all feature strongly as we move into the new year.
Just as members need to adapt, the PVCA recognises
the same need. Industry associations by their nature
do their best work quietly and in the background. The visible face of the Print and Visual Communications Association is its front-line services, and it’s clear that the range of services available to members needs not only to be seen, but also needs to be appropriate for today and tomorrow. There is a need for new services and less need for others.
Service delivery
The internet, despite its ability to dampen demand for print, has opened up a new world of service delivery models, and
with that, it provides access to services that would otherwise have been out of reach.
The executive management team of the Print and Visual Communications Association, with the support of the board, has already introduced some changes to enhance service delivery. Members will have experienced how much
easier it is to access the HR Advisory Service, particularly throughout the stressful Covid 19 uncertainty. The Covid 19 Workplace Resource Toolkit continues to be valuable.
And it is worth mentioning that the PVCA’s included HR Advisory Service is industry- leading in its coverage, and also in the flexibility of service delivery.
Changing for better
In addition to this positive change, the management of events, including PICAs and the National Print Awards, are changing for the better.
Despite the difficulties with face-to-face gatherings, the 2021 State PICAs continued, albeit with some logistical difficulties. The standard
of entries again showcased
our craft, and reinforced the knowledge that skilled operators can work miracles to bring even a wisp of an idea to life.
While the National Print Awards, as always will be something to remember, the high-profi e Print to Parliament event promises to be a further highlight. But of course, Covid means that planning will continue to be responsive to changing circumstances.
The industry’s flagship Sustainable Green Print certification is also being enhanced. The Association’s SGP program was established 15 years ago, in response
to the greenwashing which accompanied the transition from an analogue to a digital world.
It served its purpose, but in line with an expanding mix of social expectations, consumers
are demanding more. While we know our industry has never been cleaner and greener,
we can’t escape that reality; consumers and what they think, drive our industry.
Our customers’ need to tell their story has not changed.
Th ough necessity they have changed the way they tell their stories about sustainability, and everything beyond printing on plastic or paper. Their actions and the signals they send to their customers need to reflect their customers’ expectations.
As an industry we are closely aligned to the needs and wants of every consumer. We must effectively tell our story to our customers and to consumers. Only then will marketers return to print with confidence. As the community recovers from, and learns to live with Covid 19, we need to be ready.
Sustainable
A reinvigorated and reimagined Sustainable Green Print will be at the forefront of that push. Much of that re-imagination has been forced upon the industry through legislative changes, but more so because the community defin tion of a “sustainable” business has been widened. It now includes the fair treatment of employees (mental health, workplace flexibility, workforce management and payroll practices), ethical supply chains, and the way we fit into our communities.
The Association will continue its close involvement with Media Super as it continues
to support the industry. The board election cycle, interrupted this year with the approval
of the Australian Electoral Commission, will recommence. As a member driven Association, good governance and fresh ideas are critical to the success print packaging and signage plays in the overall economy.
And while your Association is focused on what the industry needs, there is an exciting time ahead. 21
56 Print21 NOVEMBER/DECEMBER 2021
L
A
U
S
I
C
O
M
V
M
U
N
&
I
C
T
A
T
N
I
I
O
R
N
P
A
A
S
I
L
S
A
O
R
C
T
S
I
U
A
A
T
I
O
N
Voice of our Industry