Green Print Marketing Campaigns
As more businesses become conscious of the environmental implications of using print media in their advertising, some are becoming reluctant to use it in their on-going campaigns. However, research shows even in our digital age, “hard copy” versions of your materials are still crucial to success, so many companies have adopted policies to create a more common sense approach to designing their print advertising campaigns.
The most obvious place to start is by implementing the three “R’s” — reduce, reuse and recycle. Not only in companies actually save money on their bottomline print cost by implementing eco-friendly print practices, but they find that they attract new customers who are impressed by their commitment to using environmentally-conscious materials. The familiar recycle logo with the three revolving arrows naturally becomes an integral part of any “green” advertising campaign.
Recycled Paper
The obvious place to start by selecting only recycled paper products for any envelopes, stationary, posters, flyers, business cards, invitations, tickets and leaflets distributed at presentations. As a result of the successful paper and cardboard recycling campaigns that have been ongoing for the past 25 years, paper mills have access to plenty of “gently used” paper.
Not only does it spare a living tree having to be harvested and turned into pulp, but previously used paper is much more energy-efficient to transform into brand new paper. Customers appreciate the “organic” feel that recycled materials create and find it a nice change from the slick, phony, manufactured advertising campaigns of which they have learned to be skeptical.
To really get the point across, employ some of the clever paper products specifically designed for single-use items — like coasters and invitations — that have wildflower seeds embedded into a recycled paper stock which is designed to dissolve easily so the recipient can continue the recycling process by planting it in their yard.
Another popular alternative are the new “tree-free” products that craft paper using bamboo, hemp or organic waste.
Environmentally-Friendly Inks
Innovative printers have discovered that soy-based inks can make an excellent choice for digital reproduction technology, which is good news since it has become clear that traditional ink production involves the use of heavy metals and releases VOC (volatile organic compounds) into the atmosphere.
Soy-based inks use ethyl lactate, which is considered to be the “greenest” solvent available today and are made from renewable resources. Also, soy-based inks require less heat to break down, so they require less energy to recycle.
Print Shop Practices
Okay now that you have dedicated your campaign to using green materials , it is time for the final step, which is contracting with an eco-friendly printer. Check for “green” practices and request proof of proper disposal of harmful solvents and chemicals.
Keep alert for signs of energy-saving practices such as computer-controlled automation on the presses that automatically reduces paper waste. Be sure to select a company with a digital offset presses because they are best at using your eco-friendly products to produce high-quality promotional materials that resist scratching and fading.
