In contemporary parlance, the three “Rs” connote environmental awareness rather than the fundamentals of education. “Reduce, reuse and recycle” is the rallying cry of a burgeoning green movement which seems poised to sweep in and rescue the printing industry from flat sales and declining markets.
Yes, green is the new gold for manufacturers and distributors, as the focus on sustainability and eco-responsible practices is creating profitable opportunities and driving product development. It’s also generating a fair amount of questions and confusion.
For starters, what do the various certifications mean, and how can copy clutter be avoided when displaying the respective logos on printed pieces? Is soy-based ink the eco-friendly alternative one would think? What are the dos and don’ts of “green” project designing? What basic measures must businesses professing to be environmentally correct assimilate into their daily operations? (Quick Tip: When possible, turn equipment off—even sleep mode uses energy.)
Eventually, the well-intentioned can find themselves slipping from a state of exuberance about adopting planet-saving practices into one of inertia. To prevent readers from getting the blues while going green, Print Professional is launching its new column, GreenPiece. Check here each month for updates on the latest developments, products and services, as well as Web-based reference tools and educational seminars.
Eco-Nomics
Some highlights from the Nov. 15 Green Printing Conference, hosted by the Graphic Arts Association (www.gaa1900.com), Trevose, Pa., at the Hyatt Regency Philadelphia, provide a glimpse into the type of coverage readers can expect to find here. Approximately 150 printers, print buyers, designers and suppliers participated in the event, which featured a vendor showcase and a wide variety of topic sessions.
One speaker, Marc Alt, president and creative director of New York City-based Marc Alt + Partners—a design and brand strategy firm specializing in green marketing, sustainability consulting, research, business analysis and environmental strategy—pointed out that FSC chain-of-custody certification is not necessarily a guarantee of “green” manufacturing.
“All that matters at the end of the day is the carbon footprint,” he said. “What are the [production plant’s] CO2 emissions? Greenhouse gases and global warming are more important than where the trees come from. Companies need to [perform] carbon emissions inventories.”
Alt referenced an article which appeared in the Oct. 30 edition of the Wall Street Journal titled “FSC’s ‘Green’ Label for Wood Products gets Growing Pains,” where it was revealed that some pulp and paper companies displaying the FSC label are actually destroying pristine forests, prompting the organization to review and revise its rules—which some environmentalists have long complained are too lax.
He also noted 30 percent of printed materials are typically thrown away, and the largest U.S. export by volume is waste paper. “Much of this waste paper is converted into cardboard boxes in coal-fired plants in China to package goods which are sent back to us here,” explained Alt.
Eco-Sphere
Speaker Debra Rizzi, a founding partner of Rizco Design, Manasquan, N.J., launched the company’s BeLeaf initiative—a measurable sustainability program ensuring that a percentage of each client’s jobs is environmentally friendly.
She discussed the benefits of digital printing and gang runs to reduce film and save materials, as well as the increasing availability of carbon-neutral paper. She also advocated soft proofing when working with clients. “Utilize PDFs whenever possible,” she advised, “and ask [clients] if it is really necessary for you to print so many comps.”
When it comes to designing a project, Rizzi stressed that foil stamping, UV coatings and laminating are environmental no-nos, and suggested using spot colors, low VOC (Volatile Organic Compounds) vegetable-based inks and aqueous coatings instead. (Quick Tip: An eco-friendly alternative to laminates is the new, clear toner from Kodak used with digital printing, which provides an effective high-gloss look.)
Natural Selection
Gary Jones, manager of environmental health and safety affairs at PIA/GATF, Sewickley, Pa., also
recommend low VOC materials, including vegetable- and water-based inks, as well as heavy metal-free inks, but cautioned against soy-based inks.
“Some rain forests have been cut down in South America to grow soy beans, which defeats the whole purpose. So, it would require a lot of research to determine the source of the actual soy beans,” he reported. “Typically, heavy metals are not used so much in inks today—for example, lead chrome yellow used to be popular—but some imported materials, such as those from China, still contain heavy metal. That’s why many stress the importance of sourcing materials locally.”
Jones mentioned there is some experimentation occurring with vegetable-based metallic inks. Otherwise, metallic inks pose obvious environmental hazards.
He also advised participants of the necessity to identify who qualifies as a bona fide green printer. “Currently, there is no set of established criteria,” he said. “That’s why we’re launching the Sustainable Green Printing Partnership to create benchmarks for the industry. Verification will be required, and a registry of printers will be confirmed by a credible third party.”
Membership will extend beyond product issues and printing processes, to encompass the “envelope” of the entire business operation and its practices.
Green Means Go
One of the easiest ways companies can demonstrate a commitment to sustainability is through their use of eco-friendly papers. By offering customers printed business products made with recycled fiber and emission-free energy, distributors are not only helping to reduce waste and lower greenhouse gases, they are growing their sales.
In future columns, Print Professional will be showcasing some of the new stocks and products entering the marketplace to support renewable energy projects. But, while green is great, it is also more expensive. So, GreenPiece will also be offering tips from manufacturers and suppliers of these products on how to sell the value and overcome pricing obstacles. We look forward to your feedback and suggestions.
Related story: It’s Easy Being GREEN
- Companies:
- Eastman Kodak Co.
- People:
- Gray Areas