This is the second part of a short series to provide industry
associations with some basic ideas for how to encourage
sustainability awareness amongst memberships. Environmental
sustainability is becoming cool again as named brands, consumer
associations, hotels and even banks start following the leads of
governments and environmental groups. They’re doing this for
commercial as well as sustainability reasons because sustainability
messaging resonates with consumers. For people in the printing and
publishing industry supply chains, this is especially important.
Print still takes the rap for poorly handled waste, so messaging
that improves how people use printed communications supports the
graphics industry and its long term health, as well as reducing
negative environmental impacts.

There are very few countries around the world where graphics
industry associations provide recommendations for members to help
them do battle on behalf of environmental sustainability. This is
true for groups supporting printers, publishers, authors,
illustrators, designers, journalists and agencies producing books,
packaging texts, newspapers and magazines or whatever. We should
all be doing more and associations need a coherent policy to help
members to manage environmental impacts in the supply chain.

In our last blog we put the three Rs (Reduce, Reuse, Recycle )
at the top of sector specific policy statements for environmental
impact and sustainability. Policy statements should cover several
key concerns, tweaked to suit different member interests. They
should include an environmental checklist, and provide members a
sensible starting point for how to reduce negative environmental
impacts.

Next on the list is to be aware of the energy emissions
associated with a project and if possible to minimise them through
process efficiencies. This includes the printing method and
associated activities such as proofing and colour management.
Association members should consider the pros and cons of digital
printing versus conventional on the basis of run length for
instance. If the project is for online delivery the emissions
associated with electronic media as well as the print’s use should
be considered.

The printed word has no emissions apart from those associated
with its production, but the printing method and materials used
will all involve emissions. How they get quantified should include
some suggestions for what to think about, such as guessing, making
assumptions or actually calculating the energy emissions. This can
be done using formal tools such as ISO 20690 for calculating the
operating power consumption of digital printing devices and ISO
21632, which does the same but includes transitional and related
modes. For calculating the footprint of electronic media ISO 20294
should be out by the end of the year.

Associations serving players throughout graphics industry supply
chains can take a lead on behalf of their members. The
environmental impact of media is something we have long paid too
little attention to. Guidance for association members would be
welcomed and would encourage a wider uptake of sustainability
initiatives and leadership. It might even help polish print’s
tarnished reputation.

– Laurel Brunner

This article was produced by the Verdigris Project, an
industry initiative intended to raise awareness of print’s positive
environmental impact. This weekly commentary helps printing
companies keep up to date with environmental standards, and how
environmentally friendly business management can help improve their
bottom lines. Verdigris is supported by the following
companies: Agfa Graphics, EFI, Fespa, HP, Kodak, Kornit, Ricoh, Spindrift, Splash
PR, Unity Publishing and Xeikon.