XPAND 2019
Diane Boesenberg, Director of Hygiene Home, RB (center), was the winner of
the 2019 Charles E. Allderdice Award. The Allderdice award is named after
a former President of HCPA, Charles E. Allderdice Jr. For 37 years, HCPA
members have honored an individual who has demonstrated exemplary commitment
Besides its website, Mist:Understood uses Twitter, Facebook
and Instagram as its social media platforms. Engagement tactics
include Correcting Misconceptions by replying to misinformed
opinions about aerosols in a Did-You-Know manner; utilizing
Opportunistic Moments to keep an eye out for positive and
industry-relevant posts and conversations to re-tweet or reply to;
Capitalizing on Social Trends by creating unique content that
leverages popular topics to drive brand discovery and Strategically
Follow People by selecting only relevant brands, artists, partners
and potential influencers to follow.
As of August, more than 5.46 million people
have been reached through the campaign.
There have been 922,823 engagements and
video views and 13,952 total followers. The
media spend until this date has been almost
$32,043.
Mike Pleus of RB presented HCPA Aerosol
Products Division Annual Meeting Update. He
reminded attendees of the New APD Strategic
Mission and Priorities. The strategic mission
is to promote, protect and enhance the aerosol
products industry and the lives of consumers and workers who use
member companies’ products. Strategic priorities include:
• ADVOCATE: Create an environment that enables aerosol
product innovation, promotes sound scientific reasoning and
fosters competition
• COMMUNICATE: Solidify the APD as a trusted voice of the
aerosol products industry with policymakers, the media and the
public
• CONNECT: Serve as a global forum to build relationships,
share industry best practices and provide meaningful programs,
events and resources that strengthen the value proposition for
members
Additionally, the APD committees have all been realigned
and streamlined. There will now only be three committees with
various dedicated task forces within each committee. The Membership
Committee, Survey Committee and Program Committee
will morph into the Membership Committee. The Sustainability
Committee, International Harmonization Committee and
34 Spray February 2020
Atmospheric Policy Committee now come under the Regulatory
Committee. The Scientific Committee, Standards Committee and
Manufacturing & Storage Standards Committee now all fall under
the Scientific Committee umbrella.
Reasons for this change include:
• Improved engagement and strategy for developing future
leaders
• New members can select passion areas within a Committee
• Progression allows new members to grow from team
contributor to team leader to committee vice-chair to
committee chair lead and ultimately to the Aerosol Board.
• Rotation within Committee Chairs would progress on the
same timeline as the APD Board, allowing transition from
Committee Chair to Board (as Board allows)
• Teams can work independently and efficiently on an issue
• Committee leadership can manage connection with other
committees, as needed
• Allows APD to focus on strategy instead of reviewing the
week’s committee meetings
Dennis Koerner, President & CEO of
ITN, LLC presented Artificial Intelligence:
Deliver the Future. Artificial Intelligence (AI)
is the use of machines that perform the tasks
of human beings. It is the result of many
technology platforms; it finds patterns in
large amounts of data and uses algorithms
to relate attributes to outcomes. The more
a system is used, the smarter it gets. The
benefits of AI are speed, new learning and accuracy.
It is everywhere today but even bigger
changes are coming—we can use AI to create workforce insights
that improve an organization’s performance. This could be impactful,
with nearly 40% of all jobs possibly displaced by 2030. AI will
shift job growth to technical, social and creative occupations.
While 90% of companies know digital disruption is around the
corner, only 44% are adequately preparing for it. Koerner urged
the audience to understand the impact of AI technology on its
organization. When getting started, don’t believe or follow what’s
read in press releases and don’t believe most AI return-on-investment
(ROI) to be short-term and measurable. Do expect adoption
to be challenging, expect advantage from long-term capability
building (not any one solution) and ensure the AI savviness of
your leadership team. The key to success is to shift your mindset,
enable change and integrate AI capabilities with human skills,
Koerner said.
Ben Dunham of Dunham Law & Policy
PLLC presented Trade War: A Political Assessment
of Tariffs on Aerosol Companies. A product
exclusion for the recent U.S. steel and
aluminum tariffs will be granted if the article
is not produced in the U.S. in a sufficient
and reasonably available amount, satisfactory
quality or there is a specific national security
consideration warranting an exclusion. More
than 135,000 exclusion requests were filed as
of September 2019; however 15% of requests
failed at the pre-clearance stage. The Inspector General found that
several actions of the Dept. of Commerce gave “the appearance
that the exclusion process in not transparent and that decisions are
Pleus
and service to the industry and to the association.
Koerner
Dunham