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
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.