Green Options » sustainable printing

The New Green Media: Print

Heidi Tolliver-Nigro — Sun, 06 Sep 2009 11:27:06 +0000

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.
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Psychographics Help Take Marketing Green

Heidi Tolliver-Nigro — Mon, 20 Jul 2009 13:36:41 +0000

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.

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Even Traditional Print Can Be Green(er)

Heidi Tolliver-Nigro — Wed, 15 Jul 2009 15:13:38 +0000

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,

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Sustainability as a Marketing Issue

Heidi Tolliver-Nigro — Sun, 28 Jun 2009 17:24:21 +0000

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):

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How to be a Truly Sustainable Business

Paul Smith — Thu, 12 Mar 2009 20:17:15 +0000

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 scanning, they’re categorized by type, as in Eco & Sustainability, Style & Design, Non-profit & Social Cause, and Life Hacks.

This piece on Scout Books, sustainably made custom designed journals created for what Springwise calls “minipreneurs” is one example. Though this article was focused on how Pinball Publishing enables ecologically minded artists and innovative swag seekers to create high quality journals to their specifications in a relatively small run, suitable for selling on Etsy stores and the like, it was when I looked further at Pinball itself that I saw a dynamic business model well suited for these times.

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Greening Print Marketing: Green Print Archive and Resources for the U.K.

Heidi Tolliver-Nigro — Fri, 23 Jan 2009 01:09:00 +0000

Verdigris, an environmental research initiative, is encouraging those in the printing industry who want to know more about green issues to take advantage of its library of articles, news, and reference links.

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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Greening Print Marketing: Beyond Recycled Paper to a Deeper Philosophical Commitment

Heidi Tolliver-Nigro — Wed, 21 Jan 2009 13:24:15 +0000

What does it take to be a truly “green” printing company? It takes a lot more than it used to. Using recycled paper, being FSC-certified, and using digital presses for appropriate run lengths is the baseline. That doesn’t impress me anymore. It’s the minimum of what companies should be doing.

Recently, I was contacted by BizCard.com, which calls itself a “green” printing company. At first, it sounded like the same-old pitch: an “environmentally friendly online print marketing company . . . with a commitment to develop environmentally friendly printing solutions.” Efforts include use of postconsumer paper, elimination of damaging photo chemicals from the printing process by using digital presses, and purchasing materials from GreenSeal-certified companies.

You and everybody else. What else is new?

Then came the part of the pitch that caught my eye: efforts toward environmental responsibility that aren’t so easily seen by the customer’s eye. I mean, who looks in the bathroom?

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Greening Print Marketing: Printers Using 100% Wind Power

Heidi Tolliver-Nigro — Tue, 13 Jan 2009 22:18:51 +0000

Recently, a question has been dogging me. “If I did an Internet search, how many printers could I find who use 100% wind power?” This afternoon, I decided to find out. I used a combination of search words and found a lot of printers I knew about, but also found many I didn’t.

There are two ways printers can use 100% wind power. They can purchase wind power from their utility companies directly. Or, if their utility company doesn’t directly purchase wind power, they can purchase Renewable Energy Credits from the company, which essentially has the same effect.

Here are the printing companies I found who use one or the other to purchase 100% of their energy use from wind. What’s interesting is that many of these companies’ commitments to wind power are not recent. Many of the announcements go back to 2006, and in the case of EcoPrint, it’s been using 100% wind since 2003.

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Greening Print Marketing: Push Your Printer to GO GREEN!

Heidi Tolliver-Nigro — Thu, 01 Jan 2009 17:20:13 +0000

Want to do something positive for the environment in 2009? Push your printer to go green!

We are increasingly hearing about commercial printers making a commitment to environmental sustainability. For some, this is making investments in “greener” production technologies. For others, it means environmental certifications such as Forest Stewardship Council. For yet others, it means purchasing carbon credits or alternative energy sources, such as wind power.

While we hear about individual printers taking individual responsibility, where is the industry at large on the “green curve”? According to Kodak research (conducted via client and Web surveys) . . .

20% have no plans for environmental sustainability
30% have investigated it, but not started any initiatives
35% have not yet achieved any environmental certifications, but they have programs underway
15% have environmental sustainability programs in place, including certifications

Source: “Sustainability Is the New Green,” What They Think Webinars

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Greening Print Marketing: Environmental Sustainability Conference Means Your Printer May Get Greener

Heidi Tolliver-Nigro — Tue, 23 Dec 2008 13:42:20 +0000

Now corporate marketers have even more reasons to feel good about keeping their documents in print.

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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Greening Print Marketing: Is There a Double Standard When It Comes to Paying for Green?

Heidi Tolliver-Nigro — Fri, 05 Dec 2008 02:42:45 +0000

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 was cleaning out my email, and when I re-read it, the findings got me thinking. In our consumer lives, it’s true. We’re not just wiling to pay extra. We actually feel good about it, as if that extra few cents or a dollar, in itself, shrinks the hole in the ozone layer.

Yet, when it comes to paying more for recycled paper, or spending those extra dollars improving our database for more targeted marketing, or switching to a Web-to-print document management system, and other initiatives that green our print marketing programs in ways that have equal, if not greater, environmental impact, all of a sudden, it’s, “Oh, no. That’s too expensive.”

Do we have two different standards for paying premium for green?

View all my “Greening Print Marketing” posts.

Greening Print Marketing: The Age of the Press Matters

Heidi Tolliver-Nigro — Thu, 06 Nov 2008 16:10:40 +0000

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.

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Greening Print Marketing: Inkjet Recyclability Suspect

Heidi Tolliver-Nigro — Sat, 01 Nov 2008 03:20:55 +0000

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.

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Greening Print Marketing: Direct Imaging Presses Help You “Go Green”

Heidi Tolliver-Nigro — Wed, 22 Oct 2008 16:47:22 +0000

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

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Greening Print Marketing: Getting Serious About Greenhouse Gases

Heidi Tolliver-Nigro — Wed, 01 Oct 2008 11:51:43 +0000

Many printers say they are “green” or “eco-friendly” because they print using soy inks, are FSC-certified, or print on recycled paper. But if you want an example of a printer who is really serious about its stewardship of the environment, take a look at Green Printer.

Using sources from the Environmental Protection Agency (EPA) and the Environmental Defense Fund (EDF), Green Printer estimates that it helped its customers save 74,645 pounds of greenhouse gases and 38,116 pounds of solid waste since the eco-friendly printing company opened in June 2007.

Green Printer is so serious about its environmental stewardship that it actually offers an “Eco-Calculator” that helps its customers calculate how much greenhouse gas and trees they, too, can save by using its services. These savings are achieved, among other things, by using sustainable printing methods (such as waterless printing) and printing on treeless and recycled paper. (See Green Printer’s story.)

This adds a completely new dimension to the issue of socially responsible printing—a more active sense of participation.

As I wrote last week, one of the benefits of using the document management and marketing models driven by digital printing is that you can see the positive impact you are making on the environment by what is missing—piles of wasted inventory, unread mail, and trash cans filled to the brim. But Green Printer offers another way to quantify your impact on the environment, one that allows you to “see” the invisible.

That’s a very powerful motivator to positive social action—to the tune of 74,645 pounds of greenhouse gases so far.

Greening Print Marketing: Does Sustainability Matter to Print Buyers?

Heidi Tolliver-Nigro — Sat, 27 Sep 2008 01:59:42 +0000

When I was first asked to write for The Inspired Economist on the issue “greening” print marketing, I was excited about the opportunity to talk about something I’m passionate about—the ability to use today’s print technologies to make a practical difference in our stewardship of the environment.

After all, you can’t see the immediate effects of reducing your carbon footprint or reducing your use of virgin paper. When you use the flexibility provided by digital printing technologies to green your print market, you can.

When you move to a full “just in time” inventory management solution, you see empty space in your warehouse instead of stacks of wastestream-clogging paper, books, or leaflets.

Instead of sending 10,000 64-page four-color college coursebooks covering every class known to mankind, you send out 16-page personalized booklets containing only information relevant to each prospective student, you see a tangible reduction in your impact on solid waste—48,000 pages worth.

But do others feel the same way? According to an online “Quick Poll” conducted by Print Buyers Online, a free educational online community, 73% of print buyers do, in fact, feel that sustainability is becoming more important in their companies. This leaves some work yet to be done—26% still say no—but this is an impressive number.

The question is, how is this sustainability being accomplished? Is it “pie in the sky” idealism? Or is it being accomplished through practical, achievable steps?

Greening of print marketing through changing business and marketing models through the use of just in time printing, Web-to-print-driven marketing models, 1:1 (personalized) printing, and others is a practical, achievable step. The question is, if yours is one of the 73% of companies that sees sustainability and environmental issues becoming more important, are you looking at—or overlooking—the real “greening” opportunities print marketing provides?

Greening Print Marketing: New Report on Digital Printing

Heidi Tolliver-Nigro — Tue, 23 Sep 2008 15:05:18 +0000

This week, everybody is watching the stock market and talking about the economy, but I want to do a little reality check here. Other than tweaking our portfolios, there isn’t much we can do about it. Was the bail-out the right decision? Was it not the right decision? Talking about it makes us feel better—as if it gives us some kind of control—but the reality is, it doesn’t. Why not take all that nervous energy and channel it into something really productive? A place where we can make a difference right away?

Did you know that by making some basic changes in your document management and print marketing, you can reduce your carbon footprint, use fewer trees, use less petroleum, and improve your bottom line at the same time? In today’s time of financial crisis, that ought to get any company’s attention. It starts, not with the paper or ink you spec, but with the fundamental way you print at your documents.

By utilizing today’s digital production technologies, you can move to document management models that have a major impact on the environment. By printing shorter runs—even for high-quality, four-color documents—you eliminate warehousing costs and the cost of outdated print, but on the environmental side, you avoid cutting down trees for nothing. Every time a book, a pamphlet, a flyer goes out of date and gets thrown in the trash, you just contributed to needless deforestation.

By making smarter use of your database—say, mailing to only the top 10% of your customer base—you reduce the amount of printed material you use. If you combine it with smart use of print personalization, you could earn even more revenues than on a larger static mailing.

Some great examples can be found in a new report on digital-printing-driven marketing models entitled “Digital Printing: Transforming Business and Marketing Models,” released yesterday.

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Greening Print Marketing: Four “Green” Characteristics of Digital Printing

Heidi Tolliver-Nigro — Wed, 03 Sep 2008 18:03:45 +0000

If you want to “green” your print marketing, one way to do it is to print using digital production printing. How is digital production “green”?

There are three types of digital print production:

Dry toner (xerography)
Liquid toner (used exclusively in the HP Indigo presses)
Continuous inkjet (used both for light production and high-volume presses)

Because of the number of variables that impact the lifecycle of a printed product, and because of the strides being made by offset printers to green their operations, it is difficult—if not impossible—to make a categorical statement that “digital production is greener than offset.” However, there are some unequivocal factors about digital print that will please those looking to become more environmentally sensitive in their production and management of print.

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