Letter to the Industry: “Don’t Print” isn’t “Going Green”
By Gail Nickel-Kailing on February 2nd, 2009
An Open Letter to the Industry, from Charlie Corr, Chief Strategist, Mimeo.com
It is increasingly popular to bash the use of paper. The industry is an easy target as everyone uses paper and the presentation of the industry is laughable (think Dunder Mifflin on The Office).
Despite the many environmentally friendly actions taken by the paper, printing and publishing industries, little is known of these efforts due to a self-inflicted inability to publicize them. Unlike the auto or fuel industries, we don’t spend any money as an industry on effective green promotion.
Think about it, paper primarily comes from trees. Trees are a renewable resource. They come from farms. You don’t see people bashing farmers, why paper? Trees improve the environment by moderating climate, improving air quality, conserving water, and harboring wildlife. According to the Department of Agriculture, one acre of forest absorbs six tons of carbon dioxide and puts out four tons of oxygen. This is enough to meet the annual needs of 18 people.
Most of us are concerned about the environment but we don’t want to change our behavior. We certainly don’t seem willing to give up our computers, PDA’s, bottled water, appliances or gas-guzzling vehicles. There isn’t a much easier way to assuage our guilt than to slap a tag line at the bottom of our e-mail urging others to do something. Here are two of the more popular ones:
Think before you print.
Please consider your environmental responsibility before printing any documents.
I have received the first most recently from a sales representative for printing equipment. I have seen a version of it used by Mimeo staff. The second comes from our travel agency. It might as well have been, “we no longer want to incur the cost of printing so we will cover it with an environmental message.” The same can be said of many financial institutions who say they want you to “go green” but really want to cut mail costs and shift the cost of printing from them, to you. (Back to the top of the page.)
Paper Facts
Paper is made from cellulose fiber, the source of which can be pulped wood, or a variety of other materials such as rags, cotton, grasses, sugar cane, rice, or waste paper. The first piece of paper was produced from rags in AD 105 by Ts’ai Luin in China. Today, wood pulp is the most common source material for the manufacture of virgin paper, i.e. paper which has no recycled content.
Due to reforestation, forests in the US have actually grown over the past century. About one-third of the United States — 747 million acres — is covered with trees. An estimated 4 million trees are planted each day. On the nation’s commercial forests, net annual growth exceeds harvests and losses to insects and disease by 47 percent each year.
Paper is Biodegradable
Unlike plastic water bottles, computers, PDA’s and most electronic devices and appliances, paper decomposes in a landfill. Disposed paper is not dangerous. Compare this to cell phones, PC’s and paperless reading devices like the Kindle. They contain lead, cadmium, mercury, chromium, and polyvinyl chlorides.
There are materials that have known toxicological effects that range from brain damage to kidney disease to mutations, and cancers. E-waste is the fastest-growing component of the municipal waste stream worldwide. It is estimated that we dispose of 130,000 computers every day in the United States and 100 million cell phones annually.
Plastic is not generally biodegradable. Of the 30 billion plastic water bottles sold in the United States in 2005, only 12 percent were recycled leaving 25 billion bottles landfilled, littered or incinerated. Plastic water bottles produced for U.S. consumption require the use of 1.5 million barrels of oil per year.
That much energy could power 250,000 homes or fuel 100,000 cars in that same time period. Of course, giving up our bottled water, electronic devices or gas guzzlers would require us to actually change our behavior; it is easier to suggest that others do so by slapping a tagline bashing paper and printing on our e-mail. (Back to the top of the page.)
Paper is Recyclable
Thirty-seven percent of U.S. pulp is produced from recovered paper. The use of recycled content varies widely among grades of paper, from an average of 45 percent recycled content in tissue products to a low of 6 percent in printing and writing papers. A shift toward higher recycled contents in printing and writing grades would significantly lessen the environmental impacts of the paper industry as this segment accounts for 27 percent of U.S. paper production.
In 2007, total paper recovery averaged nearly 360 pounds for each man, woman, and child in America. By 2012, the paper industry plans to recover 60 percent of the paper Americans consume. Most recovered paper is recycled back into paper and paperboard products.
For example, old corrugated boxes are used to make new recycled corrugated boxes, recovered printing and writing paper is used to make new recycled copy paper and recovered paper can be used in a variety of other products as well such egg cartons, fruit trays, wall insulation, roofing, and animal bedding.
Paper is Critical to the Economy
The forest products industry accounts for approximately 6 percent of the total U.S. manufacturing output, employs more than one million people, and ranks among the top 10 manufacturing employers in 42 states with an estimated payroll exceeding $50 billion.
Paper is the carrier of most of what is printed and published. The estimated value of shipped printed products in the US was $393 billion in 2007. There are almost 175,000 establishments in this segment and they employ 2.9 million. To put this in perspective, employment in auto manufacturing is around 1.2 million. (Back to the top of the page.)
Paper, Printing & Publishing Environmental Achievements
Paper manufacturers have become much more environmentally friendly. From water to air pollution, reducing the use of dangerous chemicals and improving energy efficiency, paper manufacturers’ have improved dramatically.
The industry has undertaken a number of sustainable forestry initiatives. Associations such as SFI (Sustainable Forestry Initiative) and FSC (Forest Stewardship Council) work on insuring sustainable, environmentally sound forestry practices. The estimated value of FSC labeled paper is over 20 billion USD. Paper manufacturers have also introduced a range of recycled and certified sheets.
Fortune Magazine recently rated International Paper at the top of its Social Responsibility list with Weyerhaeuser also in the top 10. Printing equipment providers have undertaken a number of initiatives to improve our environment from recycling toner cartridges to reusing components to deploying more energy efficient devices.
Many print providers have attained chain of custody certifications and offer a wide range of recycled papers. Most recycle all paperwaste and many offer related recycled products such as 3-Ring binders made from recycled material. The Print On Demand business model eliminates waste due to obsolescence and the digital printing process is environmentally friendly.
Paper is Efficient
Not only is paper an environmentally friendly carrier of information but it has an intimacy of interaction. Paper lasts with limited backward compatibility issues. Reading from paper is 20% to 30% faster than reading from a screen. Viewing on a screen, results in lower accuracy for tasks such as proofreading and causes more eye fatigue.
Evidence suggests that comprehension is higher and that ability to read and annotate, to navigate quickly and to facilitate spatial layout favors paper over viewing. Reading results in a deeper understanding of text, a better sense of structure, and making it easier to interleave reading and writing as it combines tactile and visual learning.
There is an end-user preference for print that is related to flexibility, culture, and ease of use. This preference increases with high quality typography and print and is not age specific. (Back to the top of the page.)
A Call to Action
All of us can do more to help the environment. As citizens of planet earth we should all recycle and reuse whatever we can. We should do whatever we can to improve our personal environmental footprint. That doesn’t mean we should stop printing.
The paper, printing and publishing industry needs to more effectively convey the fact that we embrace the green movement and that not printing isn’t going green. While the industry is fragmented, we must find ways to work together to get this message effectively conveyed or we will all suffer.
Print providers must demand that our vendors and associations accomplish more in this area and we must be willing to support these initiatives with our time and money.
Specific Action Items:
The paper industry should be more proactive about its actions and it should work at reducing the cost of recycled papers. They should spend money to effectively market the value of paper and the environmental actions that they have taken. Let’s see trees, farmers and a credible spokesperson on mass media.
As an industry we need to effectively educate any vendor or employee who thoughtlessly adds an anti-printing message to its messaging. We have stopped it at Mimeo, and after we objected to the messaging the printing salesperson and the travel agency changed policy. Be proactive!
As an industry we should all “eat our own dog food.” If we believe paper based communications are viable and add value, we should use them. If we think they are not necessary, or too expensive, that is what our clients will also think.
If we are giving a presentation it should be printed and distributed. We should use print to promote our products and services. If you attend any event given by, or for, the industry and this doesn’t happen voice your complaint.
I am committed to providing hardcopy of any presentation I do this year (specifying FSC, recycled paper and duplexed, 2-up print). I think it is worth the investment. If vendors, partners, associations and industry trade events don’t do this, raise your voice in protest and if they don’t change, work with those who do.
Send Charlie your input, suggestions, and action items: ccorr(at)mimeo(dot)com.
28 Responses to “Letter to the Industry: “Don’t Print” isn’t “Going Green””
By Sasha on Feb 3, 2009 | Reply
Good points in your article. How about ink production, power used for all presses and paper mills, and the environmental impact during distribution? Here are some other statistics:
According to the Newspaper Association of America, the 2006 demand for newsprint in the US consumed 95 million trees, generated 126 billion gallons of waste water, and emitted 73 billion pounds of greenhouse gases.
The climate benefits of reducing paper consumption are significant. If, for example, the United States cut its office paper use by roughly 10 percent, or 540,000 tons, greenhouse gas emissions would fall by 1.6 million tons. This is the equivalent of taking 280,000 cars off the road for a year.
By Mats Williams on Feb 3, 2009 | Reply
I agrre: Here comes some more messages to add to yor e-mail. To your travel agency -Please consider your environmental responsibility before booking any business travels.
By Palko - NaturCert on Feb 3, 2009 | Reply
Nice article!
It is great to know that there are people who care about Green!
By the way, we are working on NaturCert+, which is our very own blog where we share our news and articles, and where visitors have the opportunity to share their activities and ideas with the rest of the world.
Our aim for NaturCert+, is to develop a public platform that will address a variety of issues related to responsible and/or sustainable travel & tourism and become a daily reading resource for a broad spectrum of visitors.
We aim to give the opportunity to bloggers to contribute and share their content relevant to responsible and/or sustainable travel & tourism on our blog and gain new readers and followers, more visibility and publicity, as well as better promotion while generating added value for the submitted content.
Please contact us on email hidden; JavaScript is required if you are interested.
By Jennifer Foley-Rogdakis on Feb 3, 2009 | Reply
What a great article! I have been telling my customers this for a long while now! I laugh when people say they want to go paperless b/c personally I think it actually uses more paper when they try! Great points about recycling and trees being a renewable resource!
Jennifer Foley-Rogdakis
Foley Business Forms & Print Solutions
Vice President of Sales and Marketing
http://www.foleybf.com
By Martyn Eustace on Feb 3, 2009 | Reply
Well said Charlie. In the UK we have just launched the Two Sides Initiative which seeks to dispel all the erronoeus and misleading information about the environmental unfriendliness of Print and Paper. Whilst the industry can help to reduce wastage we wish to promote Print and Paper as the preferred advertising medium. It’s about time the industry stood up ans shouted about itself!
By Joshua Martin on Feb 3, 2009 | Reply
I enjoyed the part of the article discussing the issues of learning and reading on a printed piece vs. a digital piece. I’m sure there is truth in that, and because that and many other reasons it is realistic that we will continue to use paper to societies benefit for years to come. We’ve got to figure out how to do it responsibly, and equitably.
I encourage you and your readers to visit http://www.whatsinyourpaper.com where there is some consensus information on responsible paper purchasing. Tools and resources for the practical paper purchasing seeking to save money, lower their carbon footprint, and establish the green credentials of their company.
I could not disagree more however, with your title’s suggestion. In this time where we need to pull together to avoid catastrophic climate change and cultivate a green economy of the future, it sounds awfully selfish and out of touch for people in the industry to monkey-wrench efficiency efforts and personal responsibility.
By Pat Berger on Feb 4, 2009 | Reply
Paper is carbon storage or sequestering. Anything made from oil or coal is carbon releasing.
I have just used and released more carbon using this computer today than reading and recycling my newspaper.
By Franco on Feb 4, 2009 | Reply
I’m agree. It is time to change the printing methode to digital to reduce waste not change the media. Using digital print is the very chance for the enviroment.
By Stephen R. Whittaker on Feb 4, 2009 | Reply
Regarding promting sustainability initiatives within our industry, I would suggest that you consult one of the many articles about the SGP
Verification process; let’s give some positive credit where it is due!
By John Sweeney on Feb 4, 2009 | Reply
Thanks Stephen W. for promoting the SGP Partnership – here’s the link:
http://www.sgppartnership.org
Unlike forestry certifications which deal only with one input stream (paper), SGP Certification considers all aspects of a printer’s operation, and includes a requirement for at least one annual sustainability improvement project.
By Joe Schember on Feb 4, 2009 | Reply
I heard a good analogy once that puts a more humorous spin on this topic.
“A paperless office is about as likely as a paperless bathroom.”
Not sure who to cite on that, but just thought I’d share.
By D. Eadward Tree on Feb 5, 2009 | Reply
This is a great article that is already being distributed widely via emails. Here’s another item to consinder: If cutting trees is so bad, why are many environmental groups, especially in the western US, trying to keep the local forest industries going? Answer: they’ve found that sustainable forestry is the best way of ensuring that privately owned forests remain forests — not ski slopes or residential developments. See “Cutting some trees but saving the forest”: http://deadtreeedition.blogspot.com/2009/01/cutting-some-trees-but-saving-forest.html
http://deadtreeedition.blogspot.com/2009/01/cutting-some-trees-but-saving-forest.html
By Brian Regan on Feb 5, 2009 | Reply
Well written piece.
And one of the oddest requests for removal from our mailing list came from a printing company. “Please remove our address from your list, we are embracing a green strategy and do not want printed mailers sent to us”.
I still explain that one to people at industry events.
By John Yolton on Feb 5, 2009 | Reply
Unlike other industrial sectors, the pulp and paper industry also produces energy as by-product and already generates approximately 50% of its own energy needs from biomass residues.
In the long term the industry could even develop into a clean energy supplier if residues are used efficiently. In theory, the production of paper from pulp can use close to zero energy, which leaves a significant potential for efficiency gains.
Besides emerging technologies, completely new process designs and processing techniques could bring long-term energy efficiency improvements of 75 to 90% in paper production.
(‘Energy Use, Technologies and CO2 Emissions in the Pulp and Paper Industry’ – IEA 2006)
Half the global wood harvested today is used for fuel. (FAO (UN) Global Forest Resources Assessment, 2006)
In 2005, the paper recovery rate (the ratio of recovered paper collected to new supply) rose to an all-time high of 51.5%, up from 22% in 1970. The industry goal is to increase this rate to 55% by 2012.
Since 1972, pulp and paper mills have decreased their fossil fuel use per ton by nearly half. The industry’s total energy intensity per ton, including energy derived from biomass, decreased 24% over the same period. (Forest Products Industry Technology Roadmap, July 2006)
In principle, it is possible to develop a paper and pulp sector without CO2 emissions, provided sufficient biomass is used and black liquor is converted with sufficient efficiency.
(‘Energy Use, Technologies and CO2 Emissions in the Pulp and Paper Industry’ – IEA 2006)
Land use, land-use change, and forestry activities [in the USA] in 2004 resulted in a net carbon sequestration of 780.1 Tg CO2 Eq. This represents an offset of approximately 13 percent of total U.S. CO2 emissions, or 11 percent of total greenhouse gas emissions in 2004.
(06ES_US Greenhouse Gases_Executive Summary)
P&P industry has the scale to produce:
In excess of 9 billion gallons per year of biofuels, or as much as 20,000 MW of biomass power
USA consumes 142 billion gallons of oil per year
USA generates over 1,000,000 MW, mostly from fossil fuels
Up to 16 Quads of cumulative fossil energy savings
Annual net CO2 emissions reductions >100 million tons
(The Thermochemical Biorefinery, Ryan Katofsky, Navigant Consulting, July 2007)
By Mark Bonacorso on Feb 5, 2009 | Reply
Great article Charlie and so good in fact I’m going to print it out and read it as it should be, on paper in my leisure, whenever and wherever I want.
By Joshua Martin on Feb 5, 2009 | Reply
Mr. Sweeney: It is my understanding that the SGP Partnership does not address the type/source of paper used by the printers in awarding its certification. Is this correct and if so, how could that be?
By Line Guignard on Feb 6, 2009 | Reply
Glad to read this article. I am in sync with the process thought: everything is linked together, social, economic and environment. We are more knowledgeable than a few years ago. It’s time for good judgment in sustainable initiatives.
By Marc Laucks on Feb 6, 2009 | Reply
Very informative piece! I would agree with a majority of it and would like to add the following:
1.The cutting of old growth forests and “reforesting” with monoculture trees reduces habitat and results in dramatically fewer species of animals. This will affect us over time (it’s affecting animals right now). Replanting trees, regardless of how many, does not result in balance.
For those who enjoy wildlife, imagine what you’d see in your back yard if everything within miles around you was covered with nothing but bright green turf. No more squirrels, birds or rabbits–no more diversity.
Far fewer resources are used to make recycled paper than are used to make virgin paper. This includes a tremendous amount of water and energy. By becoming more educated about the natural resource our industry is so dependent upon, we are better prepared to explain why using recycled paper is so important.
We also can play an important role in encouraging recycling of paper in our own communities and schools. Thereby establishing ourselves as a part of the solution and not just what others see as the problem. (Think Do Not Mail)
2. Printing presentations, simply for the sake of demonstrating a commitment to our industry, is wasteful. While I’ll agree that a printed copy of a presentation is useful, it’s not always necessary (at any size). I believe a better approach is to drive attendees to our websites after the presentation where they can download the presentation if they choose. This can also give us a better opportunity to connect with the participant (and gauge the true demand for it).
As professionals in our industry, we must carefully evaluate our arguments, become better informed and work in harmony with our planet, regardless of our personal ambitions.
I believe that Charlie’s letter is well written and goes a long way to providing us with valuable information. It is a resource that I will refer to often as I prepare future speaking programs.
By Bob Raus on Feb 7, 2009 | Reply
I’ve known and respected Charlie’s views for many years. Once again he is “spot on” here. I agree that the industry needs to organize, create and market specific messaging to combat a growing misconception that “not printing = being environmentally responsible.”
I suggest that one of our (many) industry associations step forward to take up this charge ASAP. This would benefit not only the industry overall, but the association that answers the call to action – and society in general by educating the public about the sustainable nature of printing/paper and other more noteworthy areas to (also) focus sustainability efforts on.
Charlie’s reasoning and list of actions is an excellent reference for us all – and one I will strive to use going forward whenever possible.
By Claudia Smukler on Feb 7, 2009 | Reply
Thank you for speaking up so eloquently for paper and print as sustainable, efficient, and a critical communication technology even for the 21st century. Perhaps this will help usher in a more honest dialogue about the nature of our predicament.
Let me point your readers to Markets Initiative, a Canadian organization that just released a 2009 Trend Report – Environmental Leadership in the Paper Supply Chain.
They see imaginative new models on the horizon for redesigning the pulp and paper industry in North America to address the unmet market demand for environmental papers.
The report includes short term policy and industry initiatives as well as longer term restructuring models that will move the industry towards much greater sustainability.
The trend report can be downloaded from: http://www.marketsinitiative.org
The press release is at:
http://marketsinitiative.org/index.php?page=press-releases
By Gary Jones on Feb 15, 2009 | Reply
The Sustainable Green Printing Partnership addresses the three areas of sustainablity for the printing industry, which is the product, process, and envelope. The envelope is all of the support functions to the manufacturing process and includes maintenance, energy, employees, etc.
The current set of SGP Partnership criteria does not set specific parameters for the product such as a certain percent of recycled fiber content in paper or that a printer can only use a certain type of paper, such as FSC Certified paper. The program requires that the printer open a dialog with their suppliers and document how they can improve their substratescharacteristics including: biodegradability, compostability, recyclability and recycled content, including pre-and post-consumer content, source of virgin fiber for paper, source and content of other substrates, and amount of renewable energy used in the manufacturing process. inlcuding the source of the ingredients in the input material, such as where does the fiber come from for paper.
The SGP Partnership does not require printers to become FSC, SFI, or PEFC certified. While these are great programs in terms of ensuring that the fiber that is used to make paper is sourced from a well managed forest. However, these programs do not address how the paper is made or how the product made by the printer is produced. The SGP Partnership does address how the product comonents as well as how it is manufactured.
For more information about the SGP Partnership see http://www.sgppartnership.org.
By Nancy Martin on Feb 16, 2009 | Reply
I work for a marketing communications firm, and we are constantly being hammered about this topic and need to defend the green-ness and cost-effectiveness of paper. Obviously, we share many common interests with our printing industry partners …
I love the web and digital media for many things, but as an avid reader of PRINTED books, magazines and other materials, I totally agree with the intimacy of interaction paper provides. Oh, and my fellow creatives would happily join me in expounding on the joys of using the right paper, typography, etc …
But I’m particularly interested in the data sources to back up your claims about the efficiency of paper – readability, accuracy, comprehension, etc. I think those points are the ones that will most resonate with our clients. Can you kindly provide source?
thanks very much.
By Scott Gray on Feb 23, 2009 | Reply
Great points, thanks for speaking up.
Print is a changing industry to be sure, there are many of us that are truly innovating to make print very sustainable.
Consider the last 5 years alone. The growth of UV printing for non VOC print production, internal comprehensive recycling programs (i’m not just talking paper here), cost effective options for new clients to “go green”. Printers are enabling clients to quietly transition to green production methods with no fear and little or no cost impact.
We must work towards making sustainable print look as beautiful as “virgin” print. Make it valuable and something to hang on to. Technology is our best weapon in this sense, there is no reason why it needs to look recycled. 10 micron stochastic screening, UV inks, new press equipment, quality paper manufacturing, all make the impossible, possible. We just have to print smarter.
Paper holds that tactile quality that nothing else can emulate. There are synergies for both print and alternate media, the smart folks can make the best of both worlds.
By Chris Schultz on Feb 23, 2009 | Reply
These responses have been interesting to read. I find though that most are determined to bash the industry and not put it into prospective. Keep in mind everything you do produces waste. Yes your breathing is killing us and for pete sake do not go to the bathroom.
Lets face it you have those that want to cry when the tree is cut, but ignore the planting of new ones. Bet they are the same people that tear up when watching corn, lettuce, wheat, oats, peanuts etc. being harvested. Then those who talk about the water and power usage. Bet if you time the same people in the shower, that consumes both water and power or checked how many hours a day their computer is on and not in use or how often their TV is on and not being watched you would find they are very wasteful.
The industry is making great strives to be more and more environmentally friendly. So why not applauded them for the achievements, look to the future for how we can do better and take on a real environmentally wasteful industry. Maybe, like your bottled water, that is in most areas unnecessary & over priced. Between the manufacturing of the bottles to the multitude of waste issues you could have a real cause to go after. My goodness how much gas is used to deliver water you already have in your tap. I bet the amount of greenhouse gas produced in the life cycle of that bottle from production until it decorates our landscape is far greater than a newspaper. You still going to buy water? Then read a newspaper, it will educate you why buying water is stupid and how the paper industry grows and harvest trees as a crop, just like corn.When thrown away properly or improperly paper is biodegradable. The printing industry for years has used and continues to push for biodegradable chemistry. Most printers are using soy based inks and most recycle the waste paper. The industry as a whole is environmentally better than you are as an individual. Hurts don’t it.
By Howie Fenton on Mar 1, 2009 | Reply
Great article Charlie. For anyone interested in printing more Green, take a look at this:
http://www.napl.org/documents/Ways_to_Go_Green.pdf
email hidden; JavaScript is required
By Roy Winters on Mar 4, 2009 | Reply
When the “going green” proponents stop driving their fossil fuel equipted cars to work I will feel required to listen to their cause. When they stop buying clothes made by the biggest poluting nation on the planet I will take even more notice. My firm recycles all paper waste, all toner cartridges all ink and chemical streams so I know we are green. We only dispose of food waste and office waste from the employees. Good article Charlie.
By Lisa Wellman on Mar 4, 2009 | Reply
Great article and, as a communication company, SustainCommWorld is trying to educate print buyers on these issues. As repeatedly stated, “electrons are not free, computers don’t grow on trees.” There’s a significant energy cost to a website or email blast.
However, I question whether “Green” is obscuring the real issues. People are using excuses for not printing but the reality of the market is that marketing services spend is dropping. Advertising spending will drop 7.4% in 2009, the first two-year decline in 75 years as it also declined in 2008. Projections from Veronis Suhler Stevenson show steep reductions in traditional advertising spend such as newspapers, television, and consumer magazines. We’re certainly seeing an increase in digital marketing spend and no question but that email is becoming a more critical part of enterprise communication strategy.
My question is, “Will print recover as the economy recovers regardless of whether it’s the greenest communication medium? And, if it will, what will it take?”
By Mike on Nov 3, 2009 | Reply
“A paperless office is about as likely as a paperless bathroom.” I love it Joe. However, I am looking forward for the paperless bathroom. How? a toilet with water jets and a blow dryer built-in. Toilet paper never worked very well anyway.