Call for marketing body to promote
glass to consumers
11th February 2020

Glass industry leaders have heard a call for the formation of a marketing body to tackle the lack of awareness of the innovation that goes into modern glass and to take the message of its diversity straight to consumers.

The call came at the first of a planned series of round-table debates run by marketing agency Purplex, to address the challenges facing the industry.

“The reality for IGU manufacturers is they are producing better quality than ever before, but their products are often commoditised,” said account director Sam Cross after the debate.

“There is a clear lack of awareness of the innovation that goes into modern glass units, and we discussed ways the industry can create more value and ultimately help IGU companies achieve better margins.”

Industry figures, including directors from Energy Saving Glass, Double R Glass and Roofing Systems, Euroview Architectural Glass, N&C Glass, Edgetech and Hodgson Sealants, heard the proposal that there could be a trade group with the potential to pool resources to run consumer advertising campaigns. They discussed whether this should be part of an existing organisation or an independent entity, and who should drive the initiative to get it off the ground.

Sam concluded: “The debate raised some big questions which cannot be solved in an hour-long roundtable, but the issues have now been raised and I’m sure the conversation will continue over the coming weeks and months.”

www.purplexmarketing.co.uk