Why Print Is SustainablePresented By:

Gary A. Jones

DirectorEnvironmental Health and Safety AffairsPrinting Industries of America

Today’s Agenda

What is Sustainability? Dispelling Common Printing Myths Effectiveness of Print Environmental Impacts of Print Environmental Impacts of Digital

Communication Customer Perceptions Resources

Please consider the environment before printing this email.

Have you seen this?

Common Myths About Print

Print “Kills Trees”Print is not as “green” as electronic communicationPrint is not a sustainable form of communication

Print “Is Dead”Print is not as effective as electronic communication

Fact: Print Is Sustainable Media

Why? Print is effective

Print is environmentally sustainable

What is Sustainability?

Definition“…an economic state where the demands placed

upon the environment by people and commerce can be met without reducing the capacity of the environment to provide for future generations”

Leave the world better than you found itTake no more than you needTry not to harm life or the environment, make amends

if you do

Paul Hawkin – The Ecology of Commerce

What is Sustainable Printing?

It is more than just recycled paper and soy inks!Holistic approach to all business activities

Reduction in overall environmental impactReduction in toxics and wasteIncorporate more renewable resources Reduce fossil fuel energy consumption

Continuous improvement processNot a single event such as becoming FSC certifiedCombination of many ongoing activities

It is not Greenwashing!Must be credible and transparent

Permission Granted by Terrachoice

Effectiveness of Print - Advertising

73% of consumers prefer information from companies they do business with by mail compared to 18% of consumers who prefer information by email.

31% of consumers discard unopened mail, compared with 53.2% of consumers that delete unsolicited emails.

Source: DMA 2010 Statistical Fact Book

Effectiveness of Print - Advertising 67% of online action is driven by offline messages

Source: Print with Purpose, Appleton Coated, 2009

Online shoppers who receive a catalog associated with an online site spend 28% more than those who do not receive a catalog.

Source: USPS FY 07 Catalog Whitepaper

Online shoppers who receive direct mail associated with an online site spend 12.6% more than those who do not receive direct mail.

Source: USPS FY 07 Catalog Whitepaper

By turning to variable-data personalization and personalizing offers the marketing becomes more effective.

Effectiveness of Print - Advertising

Effectiveness of Print - Magazines

While recognizing that e-readers serve a purpose, 67% of consumers prefer the experience of holding a magazine to a digital reader.

92% of magazine subscribers receive their magazines in print.

90% said they prefer the printed magazine to the online versionSource: Chief Marketing Officer (CMO) Council Poll,

Via Print in the Mix, May 10, 2010

Effectiveness of Print - Books

74% of college students prefer a printed textbook when taking a class

53% of college students would not consider buying digital textbooks even if they were available

Source: Student Watch 2010, National Association of College Stores (NACS)

Every resource consumed, every process used, every product created has upstream and downstream impacts

Value of Green

Environmental Issues

Environmental impact of a productRaw Material Sourcing Production and Energy UseProduct Disposal

Image credit: NASA

Environmental Impacts of Electronic Media

Why is this important?Electronic communication is here to stayPrint and electronic media can compliment each other

in communication efforts Important to understand how print relates to other

types of mediaCurrently, information on the lifecycle of electronic media is lacking

Raw Material Sourcing Primary raw material for printing is paper

A natural resource that is being renewed on a daily basis by the paper and forest products industry

US forest products industry plants more than four million trees daily—greater than what is harvested

Source: AF&PA

Source: Opportunities For Environmental Sustainability, Phillippe Riebel, UPM

Why Paper Is Sustainable It comes from a renewable and natural resource

– treesProduct of sunlight, soil, nutrients and water

Forests capture carbon Paper is recyclable It is often manufactured using a high percentage

of renewable energy such as biomass It supports an industry that promotes

sustainable forests which provide many social, environmental and economic benefits

Raw Material Sourcing Printers support using paper that preserves the

ecosystemToday, more than 2,400 printers are Forest

Stewardship Council and/or Sustainable Forestry Initiative Chain-of-Custody certified – an increase of 2,323 printers since 2006.

Sources: FSC Printers with FSC Chain‐of‐Custody Certification August 2010, 2009 SFI Annex 2 Chain of Custody Certifications - Printers Only

Raw Material Sourcing

65% of all forestland in the U.S. is privately owned

These privately owners forests supply 91% of the wood harvested in the U.S.

Source: (AF&PA)

84% of the world’s forests are publically ownedSource: UN FAO, Global Forest Resource Assessment 2005

Private ownership creates an economic incentive for growing trees and maintaining forests

Raw Material Sourcing

United States Timberland Area, 1953-2007

470000

475000

480000

485000

490000

495000

500000

505000

510000

515000

520000

1953 1977 1987 1997 2007

Year

Th

ou

san

ds

of

Acr

es

Data Source: Forest Resources of the United States, 2007 USDA Forest Service

Raw Material Sourcing

United States Net Volume of Timber, 1953-2007

0

100000

200000

300000

400000

500000

600000

700000

800000

900000

1000000

1953 1977 1987 1997 2007

Year

Mill

ion

Cu

bic

Ft

Data Source: Forest Resources of the United States, 2007 USDA Forest Service

Raw Material Sourcing

54% of forest area in western Europe and 39% of forest area in North America is certified

However, worldwide, less than 10% of total forest area is certified

Total certified forest area has increased annually since 1998.

Source: United Nations Economic Commission for Europe, Forest Products Annual Review, 2008

Raw Material Sourcing

Source: United Nations Economic Commission for Europe, Forest

Products Annual Review, 2008

Raw Material Sourcing

Global End Uses of Wood

Firewood Saw logs Fibre wood Otherindustrial

Fire, land clearing, natural

disturbances

0,0

0,5

1,0

1,5

2,0Total 4.7 billion m³/yr37%

19%

9%

3%

Source: Jaakko Pöyry

32%

Raw Material Sourcing

U.S. Fiber sources1/3 from recovered paper1/3 from residue (wood chips)1/3 from round wood (whole trees)

Source: tappi.org/paperu/all_about_paper

European Fiber sources55% of fiber used for paper production in Europe is

from recycled paperSource: Carbon & Energy Reduction, PrintCity, 2010

Raw Material Sourcing Through photosynthesis, trees take carbon dioxide

out of the atmosphere and replace it with oxygen, mitigating greenhouse gas emissions

Carbon removed from the air is incorporated into the biomass of trees

The world’s forests store 238 gigatons of carbon in their biomass alone

Source: UN FAO, Global Forest Resource Assessment 2005

Paper and wood store this carbon for as long as it is not disposed of in landfill sites.

Electronic Media Raw Material Sourcing

Electronic devices require mining and refining of minerals and metals, plastics, hydrocarbon solvents, and other non-renewable resources

Image credit: NASA

Room for Improvement- Raw Materials

Source: UN FAO, Global Forest Resource Assessment 2005

Room for Improvement- Raw Materials

Know your fiber source Illegal loggingMonoculture plantationsDeforestation remains a worldwide and regional

problemRainforest Action Network found 60% of children’s books contain paper fiber linked to Indonesian rainforest destruction

Source: Turning the Page on Rainforest Destruction

Image Credit: Beltra/Greenpeace

Energy Use

Paper: In Europe and the U.S. around 60% of energy used to make paper comes from renewable resources

Source: Carbon & Energy Reduction, PrintCity, 2010

“The pulp and paper industry is already the largest producer and user of renewable energy sources based on wood.”

Source: United Nations Economic Commission for Europe, Forest Products Annual Review, 2008

Energy Use

Print: Through EPA’s Green Power Partnership, 95 printers have purchased 201,706,308 kWh of green power

Source: EPA Green Power Partnership

“Printing is the only media with a one-time carbon footprint – all other media require energy every time they are looked at.”

Source: 2010 PrintCity report on Carbon & Energy Reduction

Electronic Media Energy Use

2006 Electricity Use Computers and Data Centers: 88,509

million kWhComputer Manufacturing – 27,509 million kWh

Source: DOE 2010, First Use of Energy For All Purposes, 2006 Manufacturing Energy Consumption Survey

Data Centers – 61,000 million kWh Source: DOE 2008, Fact Sheet on National Data Center Energy Efficiency Information Program

Electronic Media Energy Use

Source: Make IT Green –Cloud Computing and its Contributions to Climate Change, Greenpeace

Print Production Nine out of every ten printers use recycled paper

for production Nine out of every ten printers recycle their printing

plates and their paper waste All print is manufactured with inks that do not

contain lead, chrome, mercury or cadmium The printing industry is a proud sponsor of the

Sustainable Green Printing (SGP) Partnership Encourages sustainable business practices in an

attempt to reduce environmental impact.

Print ProductionAdvancements

New technology low-or no-chemistry plate development, vegetable-

based inks, isopropyl alcohol free fountain solutions, fountain solution filtration, and eliminating and/or dramatically reducing emissions of hazardous chemicals

Variable-data printing and digital workflow systems Allow printers to use paper more efficiently and minimize

mailings that are not opened or read by recipient

Disposal In 2008, Americans generated 77.42 million tons

of paper and paperboard waste55.5% of this waste stream was recycled

88% of newspapers, 71% of office-type papers, 43% of commercial printing papers, 41% of standard mail, and 40% of magazines were recycled

Source: EPA, MSW 2008 Data

In 2009, a record-high 63.4% of paper consumed in the US was recovered for recycling

Source: AF&PA, 2010

In Europe, paper recycling rates reached 72.2% in 2009

Source: European Declaration on Paper Recycling Monitoring Report, 2009

Disposal

Source: European Declaration on Paper Recycling Monitoring Report, 2009

Electronic Media Disposal In 2008, Americans generated 3.16 million tons of

electronic waste 13.6% of this waste stream was recycled

Source: EPA, MSW 2008 Data

50-80% of electronic waste collected for recycling is shipped overseas

Often unsafely dismantledSource: Facts and Figures on E-Waste and Recycling, Electronics Take Back Coalition

UN estimates e-waste in EU is growing by 2.5% to 2.7% each year

Reach about 12.3 million tons by 2020Source: United Nations University 2007, Waste Electrical and Electronic Equipment Final Report

Image Credit: Greenpeace/Kate Davison

Room for Improvement- Disposal

Improve recycling rates Improve paper recycling process

Reduce water useReduce transportation of recovered paper Improve deinking methods

Sustainable Printing

Recyclability of Printed Products

Source – International Association of the Deinking Industry (INGEDE) www.ingede.com

Paper RecyclingDunedin, New Zealand

Photo by Peter McIntosh, Otago Daily Times

http://www.odt.co.nz/your-town/dunedin/120695/planting-habit-recycling-early

Electronic Waste “Recycling”Agbogbloshie, Ghana

Image Credit: Greenpeace/Kate Davison

Image Credit: Greenpeace/Kate Davison

Product Comparisons

Print and Electronic It is difficult to compare the impacts of print and

electronic media, as much information about the environmental impacts of electronics is still unknown, and few comparative studies have been published.

Product ComparisonsPrint and Electronic Book Readers

Water use Book made from recycled paper: 2 gallons E-reader: 79 gallons

Mineral Use Book made from recycled paper: 2/3 of a pound E-reader: 33 pounds

Electricity Any Book: 2 kWh E-reader: 100 kWh

Health Effects (due mainly to air pollution) Adverse health effects from making an e-reader are 70 times worse

than making a bookSource: Daniel Goleman and Gregory Norris “How Green is my ipad”, New York Times

Product Comparisons

Lifecycle analysis of a two-page document Carbon Footprint - 15.7g CO2 for traditional mail, 242 g CO2 for email Email has more than three times the impact of traditional mail when it

comes to depletion of non-renewable resources and human toxicity Source: Pocheco, “Factor 15: The real cost of dematerialisation”

Energy required to produce paper for one person for a year = 500 kWh of electricity

This would only power one computer continuously for 5 months

Reading a daily newspaper uses 20% less CO2 than reading web-based news for 30 minutes daily.

Source: Why Print is Green, The Print Council

CO2 emissions from making a CD are 4 times higher than from printing a 100 page 4-color annual report

Source: ED # 13, Balance, New Page

How Are Customers Responding?

Brands have not abandoned their environmental commitments

Appointing Corporate Sustainability Officers

Develop sustainability plans and statements

Green sourcing, building, and transportation Recycled/FSC-certified paper preference Instituting energy efficiency programsPurchasing renewable energy Reduced or zero landfill wasteCalculating and offsetting carbon footprints Implementing social reciprocal programs

Sustainable Printing

How Do I Respond? Product Issues

Design Input materials - paper, ink, coating, adhesives

Printing Process IssuesPrepress, press, and postpress operationsPollution prevention and waste reductionPrinters National Env Ass’t Center (www.pneac.org)

Envelope Building, grounds, employees, energy, etc.

Sustainable PrintingProduct Related Issues

SubstrateRecycled fiber – post consumer (PCW/PCFR)Chlorine bleaching – Elemental Chlorine Free (ECF)Virgin fiber from well managed forests

Certified paper/board - FSC, SFI, & others

Carbon neutral – alternative energy/RECs

Inks and coatingsLow VOC, vegetable oil-based, water based, no use of

heavy metals

AdhesivesRecyclability

Why is it important to know what your customers think?

They want to do the right thing

They want to reduce their risk of exposure

They want to “resonate” with like-minded businesses

They want to trust

Know Your Customers

Go with the flowGo with the flow

Working against deep-seated beliefs is like swimming upstream to spawn

You might get there, but you’ll probably kill yourself trying

Perception is reality!

Their perception becomes your reality!

Use green beliefs to your advantage

Understanding Values

Archetypes Deeply held associations that are nearly “sacred” Not logical…more “reptilian” Imprinted on us at a very early age

Based on “first experiences” “You never get a second chance to make a first

impression”

Power of Archetypes

If archetypes are violatedCommunication with your customer, prospects, and

stakeholders becomes impossible!

If archetypes are respectedYou can increase sales, gain trust, strengthen

customer loyalty, and reduce “issue risk” for you and your customers

Chrysler PT Cruiser

Cars with Faces

Simpson DoorInvitingly Open

Doors

Forest (Paper) Archetypes

The forest is female

The forest is a sanctuary

People resonate with trees as they do with their grandparents – with deep love and reverence

Forest (Paper) Archetypes

The forest is female

The forest is a sanctuary

People resonate with trees as they do with their grandparents – with deep love and reverence

Delivering “Green” to customers

Become a Trusted Resource

Seek out speaking opportunitiesMeetings & conferencesJoin speaker’s bureau

Host meetings for customers, vendors, or community groups

Publish a green newsletter (print or electronic)Cover topics of interest to your audience

Become the “go-to” guy/gal for green insights

Become an expert “quoted source”For general and trade mediaFor government For your trade association

Resources Printing Industries of America

Value of Print - www.printing.org/valueofprintGreen and Sustainability Information & Services -

www.printing.org/page/4313The Green Guide for Graphic Communications -

http://www.printing.org/greenguide Two Sides - http://www.twosides.info/ Print Power – http://www.printpower.eu/en Print in the Mix - http://printinthemix.rit.edu/ Print Council - http://theprintcouncil.org Paper Recycles.org- www.paperrecycles.org Illegal Logging- http://www.illegal-logging.info/

Key Points about Print Do not feel guilty about printing! Print is an effective form of communication Printing on paper does not “Kill Trees” Printed products are a renewable resource

Once a printed product has served its purpose, it enters the cycle as a new product

We are “Managing Natural Resources in a Sustainable Manner”

Key Points about Electronic Communication

Electrons are not free! Electronic communication requires electricity,

raw materials and waste, just like any other form of communication

Much is still unknown about the lifecycle of electronic products

Printing Industries New Tagline

The Value of Print Renewable, Recyclable, Effective

Members can feel free to use it!

Thank you for listening!

Gary A. Jones

Director, Environmental

Health, & Safety Affairs

(412) 259-1794

gjones@printing.org

www.printing.org