The Trust Recession in Packaging: Why U.S. Packaging Manufacturers Must Rebuild from Within

The Trust Recession in Packaging: Why U.S. Packaging Manufacturers Must Rebuild from Within

Problems/Fears
May 03, 2025•4 min read

The Packaging Industry Is in a Trust Recession

It’s 2025, and our industry isn’t just battling supply chain issues, margin pressures, or AI disruption.

We’re battling a full-blown Trust Recession—and no one’s talking about it.

Behind the scenes of every packaging deal, vendor call, or supplier negotiation, there’s an uncomfortable tension you can feel but can’t quite name. It’s paranoia. It’s suspicion. It’s self-preservation disguised as strategy.

And it’s silently destroying our ability to grow, collaborate, and win.

The Packaging Industry Is in a Trust Recession It’s 2025, and our industry isn’t just battling supply chain issues, margin pressures, or AI disruption. We’re battling a full-blown Trust Recession—and no one’s talking about it. Behind the scenes of every packaging deal, vendor call, or supplier negotiation, there’s an uncomfortable tension you can feel but can’t quite name. It’s paranoia. It’s suspicion. It’s self-preservation disguised as strategy. And it’s silently destroying our ability to grow, collaborate, and win. Manufacturers Don’t Trust Their Own Sales Teams—Let Alone Resellers Packaging manufacturers are more frustrated than ever. Their internal sales reps are often underperforming, coasting on legacy accounts or stuck in outdated sales playbooks that haven’t evolved in a decade. But when it comes to relying on Packaging Resellers to carry the torch? Forget about it. Manufacturers see most resellers as commodity pushers—order-takers, not opportunity-makers. They’ve been burned by resellers who overpromised and underdelivered, or worse, reps who lacked the training to properly represent complex, specialized solutions. They don’t trust resellers to carry their brand forward—yet ironically, they need them now more than ever. Resellers Don’t Trust Anyone—Not Their Customers, Not Their Suppliers, Not Even Their Team Packaging resellers are living in survival mode. Their trust issues run deep. They’re afraid suppliers will go direct. They’re afraid managers won’t protect them. They’re afraid their customers will bolt the second a competitor waves a 2% discount. So they keep everything close to the vest. They don’t share leads. They don’t collaborate. They demand NDAs from partners before saying two sentences about a project. It’s not business development—it’s war games. And worst of all? Many don’t even trust themselves. They’ve forgotten the value they actually bring to the table—strategic thinking, sourcing intelligence, deep client insight. If they truly believed in their role, they wouldn’t feel the constant anxiety of "not if, but when" a client leaves them. Sales Managers Are MIA—And Ownership Is Checked Out Sales managers, in many cases, have become glorified admin staff. Pushing numbers. Checking boxes. Running reports. Very few are truly protecting their team, coaching them up, or empowering them with tools to win high-margin, specialized deals. And ownership? Many are stuck in the old playbook, hoping a trade show or cold calls will save the quarter. This isn’t leadership—it’s maintenance. This Is a Crisis. But It’s Also a Wake-Up Call. We’ve forgotten something foundational: Business is built on trust. And right now, our entire industry is running on fumes. But we don’t need a fancy CRM or a new incentive plan to fix this. We need a cultural reset—one built around rebuilding trust from the inside out. ________________________________________ The Way Forward: 5 Trust Recession Solutions for the Packaging Industry 1. Manufacturers: Invest in Education, Not Just Expectations Stop hoping your internal team or resellers “figure it out.” Build onboarding, training, and support systems that teach your reps how to sell your solutions. Equip your channel partners like they’re extensions of your own sales force. 2. Resellers: Share More, Fear Less Start treating trust like currency. The more you share—insights, project leads, solution ideas—the more you’ll receive. The best deals happen through collaboration, not secrecy. 3. Sales Managers: Protect Your People Your team isn’t just a revenue line—they’re your brand. Stop throwing them into the deep end without a life vest. Coach them. Fight for them. Create a culture where reps know you’ve got their back. 4. Ownership: Lead with Vision, Not Just Pressure If you want innovation and loyalty, you need to give your people a reason to believe in the bigger picture. Cast vision. Set standards. Then get out of the way and let leaders lead. 5. Industry-Wide: Remember Why We Matter This industry keeps commerce alive. We’re not just selling tape or boxes—we’re solving problems, protecting products, building brands, and moving global business. That’s something to be proud of. And it should unify us, not divide us. ________________________________________ Final Thought: Trust Isn’t a Strategy. It’s a Culture. The greatest opportunity in 2025 isn’t a new packaging material or automation tool. It’s a return to trust. Trust in our value. Trust in each other. Trust that if we do the work the right way, the right people will win. This Trust Recession has gone on long enough. Let’s be the ones who change the tide—starting today.

Manufacturers Don’t Trust Their Own Sales Teams—Let Alone Resellers

Packaging manufacturers are more frustrated than ever. Their internal sales reps are often underperforming, coasting on legacy accounts or stuck in outdated sales playbooks that haven’t evolved in a decade.

But when it comes to relying on Packaging Resellers to carry the torch? Forget about it.

Manufacturers see most resellers as commodity pushers—order-takers, not opportunity-makers. They’ve been burned by resellers who overpromised and underdelivered, or worse, reps who lacked the training to properly represent complex, specialized solutions.

They don’t trust resellers to carry their brand forward—yet ironically, they need them now more than ever.

Resellers Don’t Trust Anyone—Not Their Customers, Not Their Suppliers, Not Even Their Team

Packaging resellers are living in survival mode.

Their trust issues run deep. They’re afraid suppliers will go direct. They’re afraid managers won’t protect them. They’re afraid their customers will bolt the second a competitor waves a 2% discount.

So they keep everything close to the vest.

They don’t share leads. They don’t collaborate. They demand NDAs from partners before saying two sentences about a project. It’s not business development—it’s war games.

And worst of all? Many don’t even trust themselves.

They’ve forgotten the value they actually bring to the table—strategic thinking, sourcing intelligence, deep client insight. If they truly believed in their role, they wouldn’t feel the constant anxiety of "not if, but when" a client leaves them.

Sales Managers Are MIA—And Ownership Is Checked Out

Sales managers, in many cases, have become glorified admin staff. Pushing numbers. Checking boxes. Running reports. Very few are truly protecting their team, coaching them up, or empowering them with tools to win high-margin, specialized deals.

And ownership? Many are stuck in the old playbook, hoping a trade show or cold calls will save the quarter.

This isn’t leadership—it’s maintenance.

This Is a Crisis. But It’s Also a Wake-Up Call.

We’ve forgotten something foundational: Business is built on trust.
And right now, our entire industry is running on fumes.

But we don’t need a fancy CRM or a new incentive plan to fix this.
We need a cultural reset—one built around rebuilding trust from the inside out.

The Packaging Industry Is in a Trust Recession It’s 2025, and our industry isn’t just battling supply chain issues, margin pressures, or AI disruption. We’re battling a full-blown Trust Recession—and no one’s talking about it. Behind the scenes of every packaging deal, vendor call, or supplier negotiation, there’s an uncomfortable tension you can feel but can’t quite name. It’s paranoia. It’s suspicion. It’s self-preservation disguised as strategy. And it’s silently destroying our ability to grow, collaborate, and win. Manufacturers Don’t Trust Their Own Sales Teams—Let Alone Resellers Packaging manufacturers are more frustrated than ever. Their internal sales reps are often underperforming, coasting on legacy accounts or stuck in outdated sales playbooks that haven’t evolved in a decade. But when it comes to relying on Packaging Resellers to carry the torch? Forget about it. Manufacturers see most resellers as commodity pushers—order-takers, not opportunity-makers. They’ve been burned by resellers who overpromised and underdelivered, or worse, reps who lacked the training to properly represent complex, specialized solutions. They don’t trust resellers to carry their brand forward—yet ironically, they need them now more than ever. Resellers Don’t Trust Anyone—Not Their Customers, Not Their Suppliers, Not Even Their Team Packaging resellers are living in survival mode. Their trust issues run deep. They’re afraid suppliers will go direct. They’re afraid managers won’t protect them. They’re afraid their customers will bolt the second a competitor waves a 2% discount. So they keep everything close to the vest. They don’t share leads. They don’t collaborate. They demand NDAs from partners before saying two sentences about a project. It’s not business development—it’s war games. And worst of all? Many don’t even trust themselves. They’ve forgotten the value they actually bring to the table—strategic thinking, sourcing intelligence, deep client insight. If they truly believed in their role, they wouldn’t feel the constant anxiety of "not if, but when" a client leaves them. Sales Managers Are MIA—And Ownership Is Checked Out Sales managers, in many cases, have become glorified admin staff. Pushing numbers. Checking boxes. Running reports. Very few are truly protecting their team, coaching them up, or empowering them with tools to win high-margin, specialized deals. And ownership? Many are stuck in the old playbook, hoping a trade show or cold calls will save the quarter. This isn’t leadership—it’s maintenance. This Is a Crisis. But It’s Also a Wake-Up Call. We’ve forgotten something foundational: Business is built on trust. And right now, our entire industry is running on fumes. But we don’t need a fancy CRM or a new incentive plan to fix this. We need a cultural reset—one built around rebuilding trust from the inside out. ________________________________________ The Way Forward: 5 Trust Recession Solutions for the Packaging Industry 1. Manufacturers: Invest in Education, Not Just Expectations Stop hoping your internal team or resellers “figure it out.” Build onboarding, training, and support systems that teach your reps how to sell your solutions. Equip your channel partners like they’re extensions of your own sales force. 2. Resellers: Share More, Fear Less Start treating trust like currency. The more you share—insights, project leads, solution ideas—the more you’ll receive. The best deals happen through collaboration, not secrecy. 3. Sales Managers: Protect Your People Your team isn’t just a revenue line—they’re your brand. Stop throwing them into the deep end without a life vest. Coach them. Fight for them. Create a culture where reps know you’ve got their back. 4. Ownership: Lead with Vision, Not Just Pressure If you want innovation and loyalty, you need to give your people a reason to believe in the bigger picture. Cast vision. Set standards. Then get out of the way and let leaders lead. 5. Industry-Wide: Remember Why We Matter This industry keeps commerce alive. We’re not just selling tape or boxes—we’re solving problems, protecting products, building brands, and moving global business. That’s something to be proud of. And it should unify us, not divide us. ________________________________________ Final Thought: Trust Isn’t a Strategy. It’s a Culture. The greatest opportunity in 2025 isn’t a new packaging material or automation tool. It’s a return to trust. Trust in our value. Trust in each other. Trust that if we do the work the right way, the right people will win. This Trust Recession has gone on long enough. Let’s be the ones who change the tide—starting today.

The Way Forward: 5 Trust Recession Solutions for the Packaging Industry

1. Manufacturers: Invest in Education, Not Just Expectations
Stop hoping your internal team or resellers “figure it out.” Build onboarding, training, and support systems that teach your reps how to sell your solutions. Equip your channel partners like they’re extensions of your own sales force.

2. Resellers: Share More, Fear Less
Start treating trust like currency. The more you share—insights, project leads, solution ideas—the more you’ll receive. The best deals happen through collaboration, not secrecy.

3. Sales Managers: Protect Your People
Your team isn’t just a revenue line—they’re your brand. Stop throwing them into the deep end without a life vest. Coach them. Fight for them. Create a culture where reps know you’ve got their back.

4. Ownership: Lead with Vision, Not Just Pressure
If you want innovation and loyalty, you need to give your people a reason to believe in the bigger picture. Cast vision. Set standards. Then get out of the way and let leaders lead.

5. Industry-Wide: Remember Why We Matter
This industry keeps commerce alive. We’re not just selling tape or boxes—we’re solving problems, protecting products, building brands, and moving global business. That’s something to be proud of. And it should unify us, not divide us.

The Packaging Industry Is in a Trust Recession It’s 2025, and our industry isn’t just battling supply chain issues, margin pressures, or AI disruption. We’re battling a full-blown Trust Recession—and no one’s talking about it. Behind the scenes of every packaging deal, vendor call, or supplier negotiation, there’s an uncomfortable tension you can feel but can’t quite name. It’s paranoia. It’s suspicion. It’s self-preservation disguised as strategy. And it’s silently destroying our ability to grow, collaborate, and win. Manufacturers Don’t Trust Their Own Sales Teams—Let Alone Resellers Packaging manufacturers are more frustrated than ever. Their internal sales reps are often underperforming, coasting on legacy accounts or stuck in outdated sales playbooks that haven’t evolved in a decade. But when it comes to relying on Packaging Resellers to carry the torch? Forget about it. Manufacturers see most resellers as commodity pushers—order-takers, not opportunity-makers. They’ve been burned by resellers who overpromised and underdelivered, or worse, reps who lacked the training to properly represent complex, specialized solutions. They don’t trust resellers to carry their brand forward—yet ironically, they need them now more than ever. Resellers Don’t Trust Anyone—Not Their Customers, Not Their Suppliers, Not Even Their Team Packaging resellers are living in survival mode. Their trust issues run deep. They’re afraid suppliers will go direct. They’re afraid managers won’t protect them. They’re afraid their customers will bolt the second a competitor waves a 2% discount. So they keep everything close to the vest. They don’t share leads. They don’t collaborate. They demand NDAs from partners before saying two sentences about a project. It’s not business development—it’s war games. And worst of all? Many don’t even trust themselves. They’ve forgotten the value they actually bring to the table—strategic thinking, sourcing intelligence, deep client insight. If they truly believed in their role, they wouldn’t feel the constant anxiety of "not if, but when" a client leaves them. Sales Managers Are MIA—And Ownership Is Checked Out Sales managers, in many cases, have become glorified admin staff. Pushing numbers. Checking boxes. Running reports. Very few are truly protecting their team, coaching them up, or empowering them with tools to win high-margin, specialized deals. And ownership? Many are stuck in the old playbook, hoping a trade show or cold calls will save the quarter. This isn’t leadership—it’s maintenance. This Is a Crisis. But It’s Also a Wake-Up Call. We’ve forgotten something foundational: Business is built on trust. And right now, our entire industry is running on fumes. But we don’t need a fancy CRM or a new incentive plan to fix this. We need a cultural reset—one built around rebuilding trust from the inside out. ________________________________________ The Way Forward: 5 Trust Recession Solutions for the Packaging Industry 1. Manufacturers: Invest in Education, Not Just Expectations Stop hoping your internal team or resellers “figure it out.” Build onboarding, training, and support systems that teach your reps how to sell your solutions. Equip your channel partners like they’re extensions of your own sales force. 2. Resellers: Share More, Fear Less Start treating trust like currency. The more you share—insights, project leads, solution ideas—the more you’ll receive. The best deals happen through collaboration, not secrecy. 3. Sales Managers: Protect Your People Your team isn’t just a revenue line—they’re your brand. Stop throwing them into the deep end without a life vest. Coach them. Fight for them. Create a culture where reps know you’ve got their back. 4. Ownership: Lead with Vision, Not Just Pressure If you want innovation and loyalty, you need to give your people a reason to believe in the bigger picture. Cast vision. Set standards. Then get out of the way and let leaders lead. 5. Industry-Wide: Remember Why We Matter This industry keeps commerce alive. We’re not just selling tape or boxes—we’re solving problems, protecting products, building brands, and moving global business. That’s something to be proud of. And it should unify us, not divide us. ________________________________________ Final Thought: Trust Isn’t a Strategy. It’s a Culture. The greatest opportunity in 2025 isn’t a new packaging material or automation tool. It’s a return to trust. Trust in our value. Trust in each other. Trust that if we do the work the right way, the right people will win. This Trust Recession has gone on long enough. Let’s be the ones who change the tide—starting today.

Final Thought: Trust Isn’t a Strategy. It’s a Culture.

The greatest opportunity in 2025 isn’t a new packaging material or automation tool.

It’s a return to trust.

Trust in our value.
Trust in each other.
Trust that if we do the work the right way, the right people will win.

This Trust Recession has gone on long enough. Let’s be the ones who change the tide—starting today.

U.S. packaging manufacturerspackaging trust recessionpackaging industry in 2025reseller and supplier trustspecialized packaging salespackaging industry leadershiptraining for packaging sales repsdavid marinacabc packaging
Over the last 35 years I’ve become the number one trusted liaison for resellers and major brands when it comes to speciality packaging. While I’ll be the first to tell you packaging isn’t “sexy”, it is critically important on every level from manufacturing, distribution, retail, and even the consumer. I’ve spent my career cultivating and personally staffing a global manufacturing network that allows the biggest brands in their respective industries and other resellers improve package quality, reduce lead times, become more efficient and sustainable, and most importantly… Dramatically increase profit margins. Our white glove “Factory to company” approach effectively optimizes your supply chain and delivers the packaging you need whenever and wherever you need it so you can concentrate on more important things that perpetuate your growth. Our fully integrated process has led to us becoming a trusted partner and ally for brands like McCormick, Mars, Kraft, Heinz, Quaker Oats, Roland Mills, Kinder Chocolate, GNC, Redmond Mineral, Old World Spices and Seasonings, and countless others.

David Marinac

Over the last 35 years I’ve become the number one trusted liaison for resellers and major brands when it comes to speciality packaging. While I’ll be the first to tell you packaging isn’t “sexy”, it is critically important on every level from manufacturing, distribution, retail, and even the consumer. I’ve spent my career cultivating and personally staffing a global manufacturing network that allows the biggest brands in their respective industries and other resellers improve package quality, reduce lead times, become more efficient and sustainable, and most importantly… Dramatically increase profit margins. Our white glove “Factory to company” approach effectively optimizes your supply chain and delivers the packaging you need whenever and wherever you need it so you can concentrate on more important things that perpetuate your growth. Our fully integrated process has led to us becoming a trusted partner and ally for brands like McCormick, Mars, Kraft, Heinz, Quaker Oats, Roland Mills, Kinder Chocolate, GNC, Redmond Mineral, Old World Spices and Seasonings, and countless others.

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HRH Princess Francisca Harakawa (Amasu Omawa III)

"In today’s society, there are few scholars whose wisdom transcends age, gender, ethnicity, occupation and status. Sir Jonathan is one such scholar. He has guided me through many challenges over the years and has done the same for many others around the world. He is one of only a handful of people whom I trust and can turn to for guidance, and I am truly grateful to know him as a friend and teacher."

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HIRH Prince Basilio Cali

"As Grand Master of the Sovereign Order of St. John of Jerusalem Knights of Malta, it has been my mission to uphold our knightly tradition of promoting excellence, decency and altruism throughout the world. Sir Jonathan Amaret is one such individual who exemplifies this tradition with his tireless efforts to improve the lives of others through the school of Thought Mechanics and we are pleased with his induction into our order."