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8th February 2021
Over the last decade, the importance of environmental issues such as sustainability, carbon footprints and deforestation have come to the forefront, with pressure on all organisations to look at the way they operate – and the print industry is no exception.
There has been a big push for printers to look at new, more sustainable and environmentally friendly operations, as, for many businesses, creative print solutions are still at the core of their marketing.
Engaging with new potential customers can be a challenge, but it is clear that a tangible brochure or a paper-based mailer delivered directly into their homes, can still generate some of the highest response rates across all the media channels.
So how can businesses that offer the full range of print services achieve this?
In order to stay relevant and illustrate their green credentials, the business must take a good look at their processes to see how they can become more sustainable in areas such as minimising waste, carbon offsetting and renewable resources - and crucially, embed this philosophy into their core values.
Those not willing to invest in the future of the planet will fall by the wayside - it is the forward thinking print companies that are making this a core part of their business strategy that are now thriving.
With investment in new technologies, streamlining business operations and focusing on sustainability, many printers are now leading the way – giving their clients the quality they require but at an ethical standard.
One of the earlier steps was the move to digital printing. This process doesn’t require printing plates and produces significantly less waste than the more conventional methods.
It also allows individual personalisation of each piece printed – and not just text and data but variable images and graphics too. Data from the Royal Mail suggests that personalised direct mail can achieve an impressive 6.5% response rate.
And the good news is that digital printing is more cost effective for the client, allowing for smaller prints runs at a lower cost.
Climate neutral printing is a fairly new concept within the print industry. The aim is to offset the exact amount of greenhouse gases emitted during print production, which includes the emissions of the raw materials, the printing process and transportation.
The calculated energy emissions are then offset by supporting a recognised international carbon offset project which, not only demonstrably saves greenhouse gas emissions and protects the climate, but also helps other people in the world enjoy better living conditions.
When the issues around the environmental impact of deforestation was first raised, there was a rush to use recycled paper.
However, with a rough textured finish, the quality isn’t always up to standard for business use. Plus, sometimes a lack of credible certification meant "recycled" paper might not contain a very high a level of old paper.
This is where FSC-certified paper comes into play. It allows businesses the choice to use paper stock that has been sourced in an environmentally-friendly, socially responsible and economically viable manner, without compromising on the quality and finish. The Forest Stewardship Council (FSC) defines a strict set of standards that paper products must meet in order to gain this certification.
In the past, big volume print runs meant that large amounts of paper, ink and other resources went into producing printed materials that just ended up sitting on a shelf or in a warehouse – only to be destroyed when the information went out of date.
By embracing technologies like on demand and variable data printing, this can radically reduce the impact of wasteful overprinting.
Many good printers now offer an online on-demand print service for marketing collateral such as brochures, flyers and direct mail as well as branded stationary. This not only allows for personalisation, but also keeps costs low for the client.
Recycling within the industry has never been more important either. Items such as Ink paper and plates that are used for printing have the potential to release toxic materials into the environment and cause damage if they are not disposed through the proper channels.
Recycling these types of materials can reduce the amount of landfill waste and minimise the impact on the environment.
At Longridge, our commitment to protecting the planet is embedded both within our core values and our everyday operations. With our green credentials you can be assured that all our print services are sustainable and climate neutral.
Talk to us today about we can help your business bring its marketing to life.
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