Marcel Knobil, founder of Superbrands agency and self-styled 'brand guru', accused the industry of being "ill-equipped to promote itself and its products". He said: "Until the industry has a voice, and that voice has some volume, then we'll stay where we are."
Dick Searle, president of the Packaging Federation, argued: "If the retailers and packer fillers stopped using [reduced] packaging to sell their products and started talking positively about it, then we'd be getting somewhere."
Environmental consultant Julia Hailes, author of The Green Consumer Guide, lambasted the aluminium industry's record in promoting recycling, suggesting that recently-introduced campaigns "should have started 20 years ago".