Greening Print Marketing
A Practical Guide
Market Research Report

Greening Print Marketing A Practical Guide Market Research Report

"I have been watching the growth and development of “green” print marketing for more than a decade. Initially, it was all about recycled paper and environmental certifications, but over time, the focus on true lifecycle analysis and sustainability (defined as a three-pronged approach covering environmental, societal, and economic concerns) has grown. While such detailed analyses are important, they can create confusion and frustration, too. This report is designed to cut through the clutter and look at some of the ground-level issues and most practical, immediately implementable strategies. Green print marketing will continue to evolve, so this report should be seen as a snapshot of a marketplace undergoing rapid change. While these observations are not intended to be an exhaustive look at all of the issues related to greening print marketing, they are intended to provide a broad compendium of the areas of most importance and immediate relevance to the average marketer. " — Heidi Tolliver-Nigro

These days, it’s all about going green. For some people, it’s a personal and philosophical commitment. For others, it’s an important brand image. Whatever your reason for greening, the question is the best way to go about it. This report will look at some of the key issues as they relate to print marketing.
One reason many businesses hesitate to “go green,” however, is because a dedicated effort toward greater sustainability seems too time-consuming and overwhelming. It’s not that marketers don’t care. It’s that, with all of their other responsibilities, it seems like too much.
Just the thought of measuring the environmental impact of your business—from measuring the carbon output of every office copier to the impact of the transportation methods of employees—is enough to send the poor manager tasked with the job into apoplexy.
But while going green may seem overwhelming, in reality, you don’t have to convert to wind power, add solar panels, and purchase hemp fiber carpets to make a difference. It can be as simple as being a little bit smarter and less wasteful in your next direct mail campaign.

This might include the use of…

• better materials sourcing policies;
• focusing on greener print production and more environmentally conscious print suppliers;
• use of personalization and targeting to reduce the volume and wastefulness;
• smart use of databases to reduce waste and increase the effectiveness of marketing projects;
• minimizing use of non-recyclable and hazardous components like heavy metals, nonrecyclable laminates, and foil;
• ordering via print-on-demand and just-in-time Web-to-print (or Web commerce) workflows to reduce print volumes, among others.

Going green doesn’t have to be overwhelming. It starts by taking even small steps, one at a time. It doesn’t have to hurt.

This report is broken down into nine sections.

• Section 1 look at what “green” really means and how it looks as issues across the entire lifecycle of the product. “Green” can mean cost savings, as well.
• Section 2 answers the question, “How green is print?” The answer may be different than you think, especially as it compares with electronic media. This section separates hype from reality.
• Section 3 looks at the impact of paper, including the importance of (and differences in) types of recycled content.
• Section 4 looks specifically at digital printing, including dry toner, liquid toner, and inkjet, and how these technologies fit into a green print marketing strategy.
• Section 5 looks at the applications driven by digital printing (although some can be driven by offset) and how they can make a real, measurable difference both in greening and the bottom line.
• Section 6 looks at the green consumer and how going green can capture the loyalty of some very important customer groups. Greening is good for the planet, but it can be good for the bottom line, too.
• In Section 7, we take a brief look at packaging, both design issues and recyclability cautions, to keep in mind as you plan your strategy.
• In Section 8, we address environmental certifications, what they mean, and the most practical way to use them.
• In Section 9, we draw conclusions and list some best practices for greening your print marketing, regardless of print process.

Section 1: What “Green” Really Means
Components of Greening Print
Bottom-line ($) Advantages
Print in the Larger Media Picture
The Bottom Line

Section 2: Why Print Is Green(er)
Greener Than It Used to Be
Which Is Greener? Print or E-Media?
The Answer to the Question
Print as an EPA Power Partner
The Takeaway Point

Section 3: Greening Your Paper Choices
Why Paper Certifications Matter
Recycled Content: Looking Beyond the Surface
Is Post-Consumer Waste Really Greener?
What Else Is in My Paper?
How Much Is Brightness Worth?
What About Imported Paper?
Other Ways to Green
Changing Mindsets: Virgin to Recycled
A Word About Tree-Free Alternatives
Even Plastic Is Getting Greener

Section 4: Print’s Drive to Sustainability
Starting with Technology
Are Solvent-based Inks Green?
Recyclability Cautions for Inkjet and Liquid Toner
What About Direct Image (DI) Printing?

Section 5: Marketing Apps Drive Sustainability
Databases and the Environment
What Makes Digital Printing Applications Green?
Case Studies in Green Marketing
J. C. Penney
Club ABC Tours
Auto Nation
Health Now
Harry Potter and the Order of the Phoenix
Focus on Demographics and Psychographics

Section 6: Targeting the Green Consumer
Current State of Consumer Attitudes
Targeting the LOHAS Consumer
Marketing Your Green
Customer Attitudes Toward Print and Email
Takeaway Points

Section 7: A Quick Look at Packaging
Three Ways to Green Packaging
Designing Packaging for Re-Use
Watch Recyclability Claims
Focus on the Lifecycle

Section 8: A Word on Environmental Certifications
What Do Certifications Require?
Different Issues, Different Certifications

Section 9: Conclusions and Best Practices
Best Practices You Can Really Implement
Print Buyers Online Sustainability Checklist
Additional Resources
About Heidi Tolliver-Nigro

TABLE OF CHARTS & SIDEBARS
iPhone Vs. Discover Magazine: The Carbon Footprint Debate
Where Are the Greenest Printers?
Total U.S. Purchased Energy: U. S. Paper Mills, EDI Centers
Calculate the Environmental Savings (Enviro Calculators)
Beetag Code: RISO Video on Reduced Energy Use for Inkjet
Beetag Code: Club ABC Tours Campaign Video
Environmental Audit for Harry Potter and the Order of the Phoenix
Stop Sending Me Irrelevant Direct Mail Junk!
Beetag Code: Print Buyer’s Online Sustainability Checklist