Link This | Email this | Blog This | Comments (0)

Three Easy Steps to Making an Environmental Difference
May 23, 2008

Yesterday, I spent two-and-a-half hours on the road, driving to pick up my mother-in-law. (Yes, I do that voluntarily.) It wasn’t until more than an hour into the trip that I realized that something was off. The roads were clogged, but everyone was driving slowly. I set my cruise control at 65, but instead of being mowed down, I was one of the fastest cars on the road.

Was it concern about not getting caught speeding over the long Memorial Day weekend? Or was it a desire to save on gas? Based on most people’s attitudes toward speed limits, I have to suspect it was that morning’s jump at the pump to $3.89 per gallon.

People are finally making changes to respond to the environmental and energy crisis. In this case, forced by the pocketbook rather than by conscience. Still, it’s a good thing. Unfortunately, it shouldn’t just be gas.

Simple Steps to "Green"

On a professional level, marketers can be making changes that show environmental responsibility and care, too. There is a lot of great information out there, but it can be overwhelming. So, from the perspective of the small or mid-sized marketer, let me suggest three simple, very manageable chunks:

1. Transition to digital printing. Unlike offset presses, toner-based digital presses do not use film, plates, processing chemicals, or traditional inks. Many of these presses use no environmentally hazardous consumables or components whatsoever. If you currently print on a small-format offset press or offset duplicator, consider switching to a fully digital press.

2. Use recycled paper. Today’s recycled papers look fabulous and run through a press as well as any non-recycled paper. Saving trees is just a small part of the justification. Virgin paper production uses vast amounts of energy and toxic chemicals, but the volumes and harshness drop precipitously for recycled paper. Unless you have a very good reason to use virgin stock, use paper with as much recycled content as possible. Forget trees. Think “energy” and “toxic chemicals.”

3. Work with a green certified printer. There are lots of factors that influence how “green” your printer is. Instead of trying to wrap your head around them all, pick one that a green certification, such as one from the Forest Stewardship Council (FSC) or the Green Seal. These standards are strict and often extend throughout the entire print lifecycle (from the equipment they purchase and the green-ness of their internal workflows). If use a printer with one of these logos, you’ve made a difference all the way through the chain.

There isn’t a lot of mystery to basic environmental responsibility. Go digital. Use paper with a high recycled content. Pick a printer with an environmental certification. Then sleep well.

Have questions? Comments? I'd love to hear from you. You can email me at info@digitalprintingreports.com. For more information on primers for marketers and small businesses on digital, 1:1, Web-to-print, and personalized URL applications, visit Digital Printing Reports. You can also keep up with all of my posts on EBS, The Inspired Economist ("Greening Print Marketing"), and other blog sites by following me on Twitter.

Posted by Heidi Tolliver Nigro on May 23, 2008 | Comments (0)