10 Reasons Why Print Marketing is Eco-Friendly

Environmental consciousness is a hot topic these days and it may seem that using paper to advertise when there are digital options may not be very environmentally friendly. Using multichannel and omnichannel marketing techniques, Marketers combine printed marketing with digital to increase impact. The power of printed materials to increase response in a marketing campaign cannot be ignored. Since the demand for printed materials has not diminished, printers have dedicated time and effort into strategies around consuming the least amount of resources possible. Printing companies have joined the sustainability movement wholeheartedly, and work to decrease their environmental impact on a daily basis in the following ways:

1. Design Software

Printers are using software that allows the designer to utilize the maximum area of the paper to decrease trim. Digitally designing print pieces allows the logistics of the piece to be worked out in the simulated environment without printing prototypes multiple times. This means less wasted paper.

2. Recycling

Printers are using recycled paper whenever and wherever possible. Any trim and other scraps that are produced during production are also being recycled, resulting in less consumption of trees.

3. Inner Office Practices

Creating policies to decrease office paper waste by increasing digital communication methods. Any office paper waste that is produced is recycled.

4. Facilities

When building or redesigning buildings, print houses are choosing energy efficiency. They are selecting green-certified buildings or upgrading existing building structures using energy-efficient measures.

5. Printing and Building Systems

When replacing old equipment, print facilities are selecting high-efficiency products. Whether it is a building system such as HVAC equipment or new presses, print facilities are researching the best options for energy savings and prolonged life.

6. Print Materials

In the past, traditional ink cartridges contained petroleum-based ink, they were low capacity and refined using crude oil, containing a mercury component. Printers are purposefully moving away from using these types of cartridges as disposing of the cartridges themselves are a huge environmental burden. Eco-friendly inks and developers are available that are fast drying and low cost. These are soy or other vegetable-based, water-based, or ultra-violet inks. Printers are using these to reduce their carbon footprint.

7. Data-Driven Print

Software is being used to capture consumer behavior data. These analytics are allowing marketers to target customers that are more likely to be interested in their product based on past purchases and product searches. By creating targeted lists, companies need only print the exact number of pieces required with none left over. Paper is saved by only printing the exact number needed as well as sending pieces only to the consumers who most likely will be interested in the product.

8. Recycling Heat Produced by Print Equipment

Print facility managers are using creative solutions to capture the heat produced by hard-working equipment for use during the cold weather as a heat source in the occupant spaces. Mangers are also reducing the cooling load by properly ventilating equipment rooms to offload the excess heat during warm seasons.

9. All Around Product Selection

Facility Managers are carefully selecting environmentally friendly products company-wide, such as: alcohol-free dampening solutions, water-based, low-ammonia emission aqueous coating which reduces fingerprints, and green cleaning solutions.

10. Lighting

Managers are reducing energy usage by changing light bulbs to LED facility-wide.

Most of these solutions are common practice in the print industry today. Paperless may seem to be environmentally friendly, but keep in mind the energy usage powering computing systems and servers before condemning that printed media. A printed piece can impart information for months without consuming any more energy than the initial production of it consumed. T/O Printing joins the industry in staying environmentally friendly.