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GCA COUNCIL VIEWPOINTS
opportunity knocks Chris Bryant, joint general manager of Second Nature Opportunity knocks: “The world is a bit of a mess at the moment. As an industry our job is to keep producing the sort of product that reflects the need to share and care. Our designs need to be relevant, bold and beautiful, but still warm and cuddly and our verses need Above: Second Nature’s Chris Bryant at the to be the words that recent GCA Conference people cannot find to say. and AGM. Left: An unwelcome front The GCA needs to ensure cover of a pre-Christmas Daily Mail edition. that card sending is still at the forefront of people’s minds as a way of sending love, keeping in touch and reaching out. We also need to fight, where necessary, to make sure the Royal Mail delivers our cards in accordance with the Universal Service Obligation that it agreed to when it was entrusted with our national postal service.” Key Challenges: “Continued rising costs, due to global economic issues were a significant hurdle in 2023, but the biggest challenge for our industry has been the media messages that started at the end of 2022 and continued throughout 2023. The outrageously negative stories, articles and headlines from many of the TV channels and newspapers to stop sending cards were heartbreaking to see. An industry that spreads so much love and support to millions of people is being damaged by ill-chosen and careless words of attention-seeking bodies and individuals, with little or no thought of the goodwill they’re destroying and the livelihoods they’re threatening. We as an industry, headed up by the GCA, need to continue to fight back and get that message of positivity back on the agenda, instead of succumbing to the doom and gloom merchants.” Wishlist for 2024: “If the good fairy could renationalise the Royal Mail and guarantee an affordable, reliable way of our messages of support, love and hope continuing to get to the people that so badly need them, that would be perfect!”
“Despite the challenges and tribulations for many, associated with trading in the costof-living crisis, our industry continues to remain robust,” said UKG’s Darren Cave, president of the GCA at the association’s recent Conference and AGM. Following on from last month’s PG several more members of the GCA Council air what they see as the industry’s challenges, as well as the opportunities and wishes for 2024.
Sarah-Jane Porter, global design and licensing director of Moonpig Opportunity knocks: “I think from a greeting card industry point of view, ensuring we are embracing new technologies in design and production processes is essential for staying relevant in the market. AI has had a huge impact this year and will continue to do so. At Moonpig we have used AI technology in our ‘Smart text’ functionality to help customers express themselves. From a GCA perspective we need to build on the great things already achieved, including the focus on sustainability, diversity and inclusivity as well as initiatives to connect publishers, retailers, creators and production experts.” Key Challenges: “The economic uncertainties have been challenging, with the fluctuation in consumer spending often resulting in consumers making decisions as to what is an essential purchase. Also, many retailers and publishers have seen supply chain disruptions due to global events, such as the Ukraine war impacting paper supply.” Wishlist for 2024: “Top of Above: The GCA’s participation was a triumph on the D&I front my wishlist would be and reinforced the power of greeting cards. preserving the service and Below: Moonpig is embracing AI to value that Royal Mail gives to help consumers to know what to write in a greeting card. customers to enable it to continue to be accessible for all and to help people connect reliably and affordably.”
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