[Portland, OR, Jan 6, 2026] – Building on the success and impactful research of the Paper and Packaging Board (P+PB), Two Sides North America (TSNA) will step up to take the lead in promoting positive and environmentally-focused messaging for the sector. TSNA and the Love Paper Campaign will continue championing the story of sustainability, innovation, and the essential role of paper products and packaging materials.  “As stewards of sustainability messaging for the industry, Two Sides North America is proud to carry forward the foundational work done by the Paper + Packaging Board,” said Jules Van Sant, Executive Director of Two Sides North America. “We are committed to leveraging their extensive research and data to inform consumers and stakeholders about the renewable, recyclable, and essential qualities of paper.”  “The Paper + Packaging Board consumer sustainability program was recently discontinued, passing its sustainability mantle to Two Sides North America,” states Mary Anne Hansan, President of the Paper + Packaging Board.

In today’s competitive marketing landscape, getting noticed isn’t enough—your brand needs to connect on a deeper level. Enter identity marketing: a strategy that moves beyond features and benefits and instead taps into who your customers are—and who they want to become. After exploring Veronica Romney’s work on identity marketing, I saw incredible opportunity for applying these insights to direct mail, one of the most personal and tangible marketing channels we have. At its core, identity marketing is not about your brand—it’s about your consumer. It’s about understanding how your audience sees themselves and aligning your brand with their identity and aspirations. Done right, this approach can turn ordinary marketing into something truly transformational. Rather than saying “buy this,” identity marketing invites customers to “be this.” It positions your brand as a guide helping customers become the best version of themselves.

Last week, we discussed improving email programs to ensure retailers are ready for the busy holiday season. Today, let's dive deeper and explore strategies for maximizing eCommerce conversions during this critical time of year. To achieve goals, retailers must be strategic, customer-centric, and proactive. Below are some key strategies to consider as we aim to maximize holiday eCommerce conversions: 1. Incorporate shipping deadlines on the homepage and essential product pages. 2. Emphasize scarcity and urgency. 3. Maximize internal site search. 4. Testing and optimizing website speed is crucial, especially during high-traffic periods. There is more to this article at: https://cohereone.com/maximizing-holiday-ecommerce-conversions/?utm_medium=email&_hsmi=278597570&_hsenc=p2ANqtz-8s0V14TFsoW4bcfc7U2uB4fPcwxQPi7cDd6Prt3rI8oafZwwguolaVQ60O0C1zTInsqUhjYJGsKVd-RxFchTiPANisvwC816r4THwwwXIGMEv7e2k&utm_content=278597570&utm_source=hs_email