I know I’ve been a bit like a dog on a bone about the fact that print is not necessarily the enemy, but I think it’s important. Marketers are being hit like a locomotive with the idea that e-mail and other electronic media are green because they don’t use paper, but there is a lot more to environmental friendliness than cutting tree. Like . . . energy use.
This week, the print industry will gather in Chicago at Print 09 (September 11 - 16), one of its largest annual trade shows. There, the The Print Council will promote a new position paper titled, “Why Print Is Green.”
“Our industry is a leader in recycling, sustainability and pollution control,” says Ben Cooper, executive director of The Print Council. “In fact, we pioneered putting those concepts into widespread practice over the past three decades. But we did so quietly, to the extent that there is a lack of awareness regarding the environmentally responsible nature of print.
“Why Print Is Green” describes ten specific ways in which print is green, from the responsible products used, renewable energy sourced, increased recycling rates, to improved design and delivery methods. The report is intended to demonstrate why print media is the environmentally sound choice for communicating with the audiences they want to reach.
- Among the facts the white paper documents:
- In 2008, more than 57% of paper consumed in the U.S. was recovered for recycling, more than any material.
I was just reading about a report on the psychographics of Hispanic teens, one of the fastest growing demographic segments—projected to reach 62% of the entire teen market in 10 years. Among other things, they are described as extroverted, outspoken, wired, and defined by culture. The top three media consumed by Hispanic youth are 1) the Internet, 2) TV and 3) radio.
In light of the barrage of data on the decline of direct mail, I’ve done a lot of writing these days in the defense of print. But the psychographics of your customer or prospect base (such as Hispanic teens) may well determine which medium (or media) you use. That could mean greening your marketing program at the same time.
I’m never a fan of reducing your use of print simply for the sake of greening. After all, electronic media have their own carbon footprints, too. They are just hidden in energy use, disposal of used electronic equipment, and so on. Comparing the carbon footprints of the two can be very complicated.
Like it or not, “green” is a relative term. If you purchase a truck that gets 18 miles per gallon, is that good or bad for the environment? If you were driving a truck that got 13 miles to the gallon, it’s good. The same applies to many marketing technologies.
It’s easy to look past traditional offset and gravitate to digital and electronic technologies because of the perception that they are greener. But the fact is, traditional offset is still a necessary component of a successful marketing program. Fortunately, as I’ve written here before, offset technologies are getting greener and marketers don’t need to feel guilty about using them.
For example, Heidelberg is currently doing the media rounds announcing that its Speedmaster XL 105 offset press (pictured above) consumes between 10–20% less energy than comparable systems. Although energy costs only account for between 2-3% of the production costs of a print job, every little bit helps.
According to Heidelberg,
More and more frequently, I’m seeing companies choose sustainability, not just as operational preference, but also as a marketing approach. They are marketing “green” or sustainability (because “green” and “sustainability” are different) as a way to connect with consumers and sell products.
Thus, when I was contacted by Don Carli, senior research fellow with the Institute for Sustainable Communications, about a three-minute video on the topic of sustainability as a marketing issue, I was intrigued. It sounded like a headline I’d write. That always gets me interested.
The video was posted on YouTube by “Three-Minute AdAge,” a daily news “show.” What I thought was interesting about this particular video was that, while it claimed to be about marketing, it really focused on the need for sustainability, not just as a way to connect with consumers, but as a way to protect marketers’ supply chains from disruption and price spikes based on their dependence upon carbon. It was interesting how Carli tied the two together—indeed, he appeared to make the two issues inseparable.
Here are some of Carli’s comments (edited for brevity):
By Paul Smith •
March 12, 2009
In these turbulent economic times, there’s two major approaches that can happen: tighten everything down and hope you survive, or create new opportunities, within your business or in a whole new one.
For those that choose the second option, there are several interesting paths to follow, and many places to find ideas to inspire which one you choose. Springwise is my favorite, with thousands of trend spotters around the world, writing brief, engaging pieces on companies expanding what’s possible. For quick [...]
Printing is not about dead trees, greasy ink, and stinking landfills. Vertigris, an environmental resources initiative, aims to change print’s image by providing a wealth of resources about the “greening” of print.
When choosing a “green” printer, it pays to look beyond the obvious, such as the use of recycled paper (even postconsumer content), digital printing, and FSC-certification. Look for deeper, philosophical commitments to environmental sustainability — and you’ll find them.
List of commercial printers using 100% wind power, whether purchasing wind energy direct from their utility companies or through purchasing Renewable Energy Credits.
Only 15% of printers now have environmental programs in place, including certifications. Putting “positive peer pressure” on your printer can make a big difference in the environment.
The 2009 National Environmental, Health and Safety (NEHS) Conference means that the printing industry is getting even greener. The conference covers a wide variety of printing disciplines, including commercial, digital, screen, newspaper, and flexographic printing.
Most of us have heard the popularly cited statistics that given the choice between two similar products, 83% of consumers will chose those that are “environmentally friendly” and will pay more for them.
According to the DoubleClick study, not only are consumers interested in green products and companies, but nearly half are willing to pay at least 5% more for them.
It’s not a new study. It came out in April, but [...]
I know I’ve been a bit like a dog on a bone about the fact that print is not necessarily the enemy, but I think it’s important. Marketers are being hit like a locomotive with the idea that e-mail and other electronic media are green because they don’t use paper, but there is a lot more to environmental friendliness than cutting tree. Like . . . energy use.
