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 [...]
When you think about “greening” your print marketing, do you think about the age of your printer’s press? If the printer is running “big iron,” or a traditional offset printing press, then the age of the press can have a significant impact on the environmental sustainability of your print.
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.
I got a surprise this month. I was writing on “green” issues related to inkjet ink, and much of what I expected to write went out the window.
In the world of offset printing, the difference between solvent-based inks and water-based inks matters—a lot. In the world of toner-based inks (digital inks), on the other hand, there really is no difference. As I’ve written here before, this is because nearly all toner-based inks are dry toner inks, which are solvent-free. Of those inks (liquid toner) that do contain solvent, it’s such a mild form that the practical difference is negligible.
But on the issue of inkjet, the issues are completely different. Solvent vs. water inks matters very little, but for completely different reasons.
Presstek, the inventor of chemistry-free platemaking, is offering a free white paper entitled, “Growing Your Business by Going Green.” The paper speaks to both the environmental and economic benefits that can be realized by in-house print shops or third-party print providers who adopt the practice of “green” printing. This is also relevant to marketers who are looking for information to help them select a print provider that will help them meet their green marketing goals.
Despite the broad range of topics covered, the white paper is largely designed to discuss the economic and environmental benefits of Presstek DI digital offset presses. Most of my posts involve the business and marketing models relate to toner-based (digital) printing, but I’ve discussed the green benefits of the DI process in my posts before. This white paper goes into far more detail than I can cover here.
Like toner-based printing, DI printing eliminates many of the chemicals used in the print production process, although it is an offset process—it looks like traditional offset printing. But compared to a traditional offset press (comparisons are made to both 500-run and long-run quantities), it eliminates waste from
- press developer,
- press replenisher,
- press finisher/gum,
- fountain solution
- fountain substitute
- waste water
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.
