Consumers increasingly expect more eco-friendly products, with 80% saying they are concerned about environmental impact and 46% acting on that concern by buying sustainable products.
Understanding the Eco-Footprint
It’s important to be factual in environmental claims made in a brand’s marketing messages. All too often, major brands resort to greenwashing claims such as “Sign up for paperless billing and help the environment.” Such claims are not specific and not supported by scientific evidence. They can be misleading because they imply that electronic communication has less of a negative environmental impact than print marketing materials.
For example, the fact is that data centers use about 2% of US electricity and that usage is growing, especially with AI. E-waste (computers, phones, gaming consoles, smart appliances, etc.) is also a fast-growing problem with most of it managed outside of current collection and recycling programs.
The print industry as a whole has responded well to the demand for eco-friendly practices by taking concrete steps. Many print service providers such as Clear Print use energy-efficient machinery, sustainable waste management programs, sustainable power sources, computerized prep, press, and bindery equipment to lower their carbon footprint. They source paper and supplies from vendors that practice sustainability. They also use color management methodologies and digital print technology that dramatically reduces paper and chemical waste.
By understanding the environmental impact of the printing industry and by working with eco-friendly print service providers, print buyers can make informed decisions that balance business objectives with eco-friendly considerations.
Below are details on how these eco-friendly strategies translate to sustainable marketing.
Sustainable Paper Choices
Print buyers can make a considerable impact on the environment by selecting sustainable paper options, such as recycled or partially paper or cardstock. By choosing recycled paper, print buyers reduce the demand for virgin materials and contribute to conservation efforts. Certification labels like FSC and SFI guarantee that the paper is sourced from responsibly managed forests.
Closed-loop recycling systems for paper considerably decrease the need for virgin materials, with 81% of paper and 66% of paper-based packaging being recycled in the U.S. alone. By prioritizing sustainable paper choices, print buyers make a positive impact on the environment while also enhancing their brand’s reputation and meeting the growing demand for eco-friendly practices.
A commitment to sustainable papers fosters brand loyalty and aligns with the values of environmentally responsible consumers.
Reducing Waste in Print Production
Waste reduction strategies in vendors’ print production processes is another way for print buyers to minimize their brand’s environmental footprint. It has the added benefit of cutting costs associated with excess inventory and inefficient resource use.
In addition to sustainable paper choices, there are several effective strategies that printers use to reduce print waste.
Digital Printing and Print-on-Demand
Digital printing technology today makes it possible to use a print-on-demand strategy for most print products, including marketing materials, labels, and packaging. It offers fast turnaround times for short runs and long runs. The upshot is that it greatly reduces excess inventory and produces materials only as needed.
Conventional offset printing is most economical for medium-to-high-volume runs. It’s smart to work with print vendors that offer both digital and offset printing to always get the most cost-effective printing method.
Recycling Initiatives
Eco-friendly print providers have a system in place for dealing with production waste. Typically, this includes working with recycling vendors who handle paper waste, chemical or ink waste, and printing plate waste.
Such practices divert waste from landfills and promote a circular economy in print marketing.
Eco-Friendly Inks and Print Finishing Options
After reducing waste in the production process, print buyers can take advantage of another key aspect of sustainable marketing by choosing printers with eco-friendly ink and print finishing options that minimize environmental harm while maintaining high-quality print results.
They achieve this by using vegetable-based inks, and water-based coatings. These reduce harmful emissions and improve workplace safety without compromising quality.
Eco-friendly aqueous coatings enhance the visual appeal of print materials while minimizing environmental impact. Modern eco-friendly print and finishing options provide superior visual impact and performance compared with conventional inks and coatings.
Measuring a Brand’s Environmental Impact
Review Vendor Sustainability Initiatives
Look at print vendors to see how active they are with sustainability efforts in their materials and processes. Do they use:
- Sustainable papers and biodegradable substrates
- Eco-friendly print production methods including digital and offset for the most efficient run lengths
- Vegetable-based and water-based inks
- Aqueous coatings and eco-friendly print finishing options
- Color management systems to reduce paper spoilage
- Recycling initiatives
Clear Print, for example, is active in all these areas.
Summary of Sustainable Marketing for Print Buyers
Print buyers can reduce their ecological footprint in marketing by choosing a printer that uses only sustainable paper choices, eco-friendly inks, coatings, and finishes. Production efficiency and low spoilage are also important.
Clear Print, with its proprietary ClearCheck Quality Control System, has reduced spoilage and rejected jobs to the lowest in the industry—less than 3/100 of one percent! (Most printers average two percent.)
With smart eco-friendly strategies, companies can reap the benefits of a healthier planet and a loyal customer base, proving that sustainability and success go hand in hand for buyers of print marketing materials.
