Printing is not a dirty word

About seven or eight years ago, Victoria’s Secret became the flashpoint for considerable change. At the time, they were “outed” for printing their catalogue on paper that was being clear-cut from the Canadian Boreal forest. Perhaps the most amazing bit of information in the controversy was that Victoria’s Secret actually mailed over 1 million catalogues each and every day. I think that statistic alone gave the story great momentum, as people were amazed at the volume. The clear cutting issue, fueled by this statistic created a storm of controversy that I believe had two long-term impacts. First, it made consumers aware of an issue that needed to be addressed (forest preservation) and second (perhaps more important) it made corporations think about their purchasing and manufacturing practices and how their image and business could be impacted if a similar (perhaps unknown) situation existed within their organization.
The key change that came out of this issue is that corporations started to look at their practices and their supply chain to ensure that they had no hidden demons that could cause issue. The other important change was that the spotlight got turned to managed forests and certification programs like the Forest Stewardship Council (FSC) and PEFC.
Victoria’s Secret still wanted to produce catalogues but needed to address this environmental problem which they did.
It is interesting to note that somewhere along the way, between clear cutting the great Boreal forest and being environmentally conscious, printing and paper got a bad reputation – one that is not deserved. We need to remember that trees are a renewable resource and if we support well-managed forest certification programs (designed to preserve our forests), the world’s forests will flourish. It is also important to note that paper mills have been one of the most environmentally regulated industries over the past 20 years.
Recently, I have seen ads and heard comments that companies are lessening their print marketing for the good of the environment – they are saving trees! At best, this statement misguided and at worst, it’s a misdirection or perhaps a lie.
If the economy has forced a business to reduce it’s print marketing spend – fine.
If a company has decided that they get more impact for their investment with an Internet campaign or mass email distribution – fine.
But, if you want to have a positive impact the environment with your print decision - buy smart! Find a printer who has reduced their VOC output, uses flax or soy inks, generates or supports power generation from a renewable source and specify paper from a managed forest to name but a few. Many companies in the printing industry have embraced environmental concerns and gone to great lengths trying to achieve the goal of being "green".
Cheers and have a great day.
George