Why print marketing is sustainable

To some extent, we’re all changing our behaviour as sustainability issues lead to increasing concerns. However, we must also stay aware of price when making sustainable choices. Considering these pressures, does print marketing stand up to scrutiny? 

 

Larger businesses are especially interested in the carbon impact of all their activities because of their own reporting requirements. The print industry therefore needs to provide the answers they need. 

 

Only a few years ago it was possible to simply describe how our activities affect the environment. Now we’re all under pressure to explain how we will reduce our impact. This includes looking at lower-carbon options, waste reduction, reuse and recycling. The paper supply chain is no different. 

 

Energy. This year’s event is the 55th Earth Day, with the theme ‘Our power, our planet’. It highlights how we can use resources and energy more effectively. For example, paper producers and printers can use rooftop solar panels to provide a renewable energy resource. Plant-based inks and efficient printing equipment are also kinder to the environment. 

 

Resources. Paper uses natural and sustainable resources and much of the paper pulp comes from recycled sources. In fact, at over 70%, paper and cardboard packaging are amongst Europe’s most recycled materials. Modern digital print-on-demand processes also produce less waste and don’t require printing plates or extensive set-up. 

 

In addition, well-managed sustainable forests provide people with income and can improve the environment. Sustainably managed schemes include the Forest Stewardship Council (FSC) and the Programme for the Endorsement of Forest Certification (PEFC). Both schemes provide certification to confirm that forests meet independently verified standards of responsible management. They help to protect natural habitats and respect the rights of workers and local communities. A chain of custody allows wood and wood fibre tracking throughout the supply chain. 

 

Transparency. A new UK initiative will also offer factual insights into the environmental impact of marketing materials. PrintGreen provides a purpose-designed carbon calculator to measure the sustainability credentials of printed materials. As part of a circular economy, it provides accountability and clarity. Impact assessments for campaigns use paper type, weight, page numbers, volume, and mailing details, where relevant. To begin, the focus is on commercial print and direct mail but there are plans to add point-of-sale, packaging, and other print sectors. 

 

At Pulse magazine, Business Times and Business MK, we use FSC certified paper. We also minimise the impact of distribution thanks to our fantastic hand-delivery team. The copies we send to our mailing list are paper wrapped for easy recycling, along with the magazines themselves. 

 

We can also help you reduce the environmental impact of your other marketing materials. Ask us about hand-delivery for leaflets and flyers to homes and businesses across Milton Keynes and Northamptonshire.