Last year, the commercial printing industry information portal What They Think released a report on the status of green in the printing industry. This month, in Printing Continues to Go Green, WTT updated the report with fresh data, comparing the numbers year over year.

In the June 2009 survey, WTT researchers found the following year-over-year changes:

• Printers are far more likely to identify themselves in their marketing and promotional materials as environmentally sensitive businesses — 33%, up from 26% last year
• They are slightly more likely to justify new equipment purchases because of their more favorable environmental impact — 22%, up from 20%
• They are more likely to have special “green” certifications from independent organizations (Forest Stewardship Council, Green Seal) — 22%, up from 15%
• They are slightly more likely to say that promoting their green efforts helps their business image — 39%, up from 35%.

But it’s not all good news. Commercial printers don’t see a lot of customer gratitude for their efforts. In the June 2009 survey, they were noticeably less likely to say that it was essential to their customers and more likely to say that it was a major expense without a major business benefit. Only 2% said it was critically important to their customers.

This is a real problem. Why?

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• Lower start-up waste
• Smaller, more targeted production volumes
• Presses with a higher percentage of recycled (or recyclable) parts
• Lower energy use (in certain cases)
• Ability to drive document management models that can reduce print waste and unnecessary print volumes that can reduce your carbon footprint and save money at the same time

All the while boosting your marketing effectiveness at the same time.

But for these digital-print-driven applications to work, it takes more than a digital press. That’s just the tool. It’s the smarts behind them — the marketing savvy and understanding of the technology — that drives results. To this end, Digital Printing Reports can released an October 2009 update to its “Digital Printing: Transforming Business Models & Marketing” training and educational report, incorporating the latest software and hardware technologies from Print 09.

The report is designed to help marketers get their minds around the issues that drive digital print production and marketing applications and make the most of them. It has five sections:

1. Technology discussion from a marketer’s perspective
2. Application classifications with illustrative case studies
3. How digital printing greens marketing
4. More effective ways of evaluating marketing program success
5. Best practices for greatest marketing impact
6. Conclusions and additional resources

Incorporating applications driven by digital printing is not only a step in the green direction. Done right, it’s also smart marketing.

The articles are written by experts in their fields and cover a variety of topics relating to the environment, such as explaining the basics of carbon footprinting. There are also reference documents such as Heidelberg’s Environmental Directions and Sustainability Report, plus news feeds from such as the New Scientist and Environmental Protection UK.  A directory of ISO 14000 certified printers is underway.

There are a few surprises in here, too. Did you know that it’s a myth that recycling saves trees? One of the Vertigris experts seems to think so.

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Those following the “greening” of the printing industry know that the industry has really put a lot of force behind environmental sustainability. Those efforts are ramping up with the 2009 National Environmental, Health and Safety (NEHS) Conference, to be held March 16-18, 2009, will tackle one of the most significant issues that has the printing industry abuzz: becoming a Sustainable Green Printer (SGP Printer).

The conference will span all printing processes—commercial printing, flexographic, and specialty printing—and will address sustainability, environmental, health, safety, and HR issues.The conference will include general sessions, roundtable discussions, and half-day in-depth pre-conference workshops covering topics such as:

• Developing sustainability management systems
• Meeting environmental and safety compliance
• Establishing sustainability metrics
• Sharing updates on new employment law issues.

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“Going Green” section: Collection of articles, event announcements, white papers, environment videos and news, and more. This is a very large, comprehensive collection of resources that cover a full range of green printing issues, from technology to business.

Webinars: “Sustainability is the New Green” (06/25/2008), “It’s Good to Be Green” (04/30/2008, and “Certifications as Part of a Sustainability Business Strategy” 04/22/2008. This section requires a paid membership, but is worth the cost.

Reports and Studies from the WTT Store: Among them, “Printing Goes Green,” “How to Get Your Environmenta Certifications,” and the entire four-part Marketer’s Primer Series, which includes sections on how digital, Web-to-print, and 1:1 (personalized) printing strategies will “green” your print marketing programs.

See all my “Greening Print Marketing” posts.

The number one reason seems to be a reflection of their own personal commitment. In a recent survey by What They Think (Source: “Economic Outlook Webinar with Dr. Joe Webb” 3/26/08), 43% of printers said that their green initiatives were “more important to our company than to our customers at this time.” Only 8% felt that it was more important to their customers than it was to them.

Thirty-five percent felt that promoting their environmental sustainability initiatives was good for their business image. Nearly one-quarter (24%) saw it as a necessary cost of doing business in today’s climate.

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Why? Because newer presses are designed for maximum efficiency, both in consumables and paper waste. This is great for your printer because it keeps his running cost down. But from an environmental sustainability perspective, it’s great for you because fewer consumables, less paper waste, and faster makeready means a less impact on the environment in terms of chemical, solid waste, and energy use.

As just a single example, take the MAN Roland 700 DirectDrive press introduced at Graph Expo ‘08, a commercial printing and publishing trade show held in Chicago, IL, over the last two weeks.

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