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Innovation is the key to our industry breaking out of recession, says Keith Barnes, chairman of IoP: The Packaging Society.

Despite being the world's third largest industry, packaging is still sadly perceived by the vast majority of people as  cardboard boxes and wrapping paper. As chairman of The Packaging Society, and with the industry's support, I am determined to change this image. With the best will in the world, this will not happen overnight. What's more, the task is going to be made increasingly difficult by so many companies and individuals focusing on their survival in the current economic climate.

In recent months, I have talked with many individuals representing all areas of our profession. Frankly speaking, I feel that we are merely treading water right now. Unless we start generating some radical new thinking and direction, there will be more companies and individuals that will sink to become yet another sad statistic

I firmly believe that one part of the solution lies in innovation. While I accept that we must all look at our existing product lines and try to improve efficiency as well as reducing our carbon emissions, there is no substitute for true innovation.

During my networking with companies I find myself reading many a company mission statement while waiting in the reception area. Many contain the almost standard reference to the importance they attach to the people they employ and the use of the word innovation, as though it is an obligatory word that must be used. True innovation is the need to accept change and encourage and support those individuals who actively seek it.

It is rare to find a completely new idea - most are adapted from something already in existence, or the utilisation of existing materials in a different discipline. Edward de Bono spent a lot of time talking about lateral thinking and he was right. Whatever area you work in, discussing innovation is essential. Here materials and thoughts can be suggested, often by the most unlikely person, to produce a new product with that 'wow' factor that provides added value, more income, more profit and a great deal of satisfaction.

Indeed, in Einstein's words, "to raise new questions, new possibilities, to regard old from a new angle requires creative imagination and marks real advances in science".

While the true cost of innovation may be incalculable, the cost of resisting change in today's fast-moving world is tantamount to commercial suicide.

Keith Barnes is working with inventor David Edwards to run innovation sessions for companies across the industry. For more information, contact Keith at keith@keithbarnes.com.

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