Last week this paper nerd had the distinct pleasure of road tripping to visit two of my favorite Detroit area houses of paper — Avanti Press and Inklings Paperie. I had a magnificent time — but I also don’t have a post of my own to share this gray November Monday.
Instead, I have a guest post from Lisa Berghaus, Director of Marketing Communications for Monadnock Paper Mills in Bennington, New Hampshire. Lisa has spent the majority of her career working in the paper and forest products industry, and has been with Monadnock since 2004. She is an active, proud member of Monadnock’s Green Team and the New Hampshire Businesses for Social Responsibility, where she works to move the sustainability and corporate responsibility conversations forward for a cleaner, healthier planet.
This is not only a super-complex issue, but an ever-evolving one, so Lisa’s insights are of value to any and every paper and gift person.
Words Matter!
How to Properly Market Sustainability Efforts
Sustainability has become a growing conversation with many layers — especially in the world of marketing and advertising — and it’s not going away anytime soon. You may also hear alternative terms to describe the same thing: corporate social responsibility (CSR); materiality; Environmental, Social, Governance (ESG) reporting; circularity; closed loop; and regenerative business models. Call it what you will; the growing ‘eco-vocabulary’ around these initiatives is both promising and challenging.
As our country ekes deeper into environmental turmoil, it is critical that businesses evolve the narrative surrounding sustainability and, in some cases, clean up their acts. Consumers are increasingly seeking out brands that support the health of the environment, and since businesses know this, they will often add terms like ‘all-natural’ or ‘organic’ to product packaging and use colorful imagery to promote their eco-friendliness, regardless of their actual commitment to the cause.
Greenwashing — the tendency for companies to spend more time and money marketing their sustainability efforts than actually delivering on their claims — is a growing issue as companies struggle to survive in our increasingly competitive economic landscape. Businesses face potential financial and reputational risk when making cloudy or unsubstantiated sustainability statements about their printed products. As such, designers are increasingly responsible for the brand promise and authenticity of their sustainability claims — they need to be concise, explicit, and, above all, qualified.
KNOW THE DIFFERENCE
While the Federal Trade Commission (FTC) publishes clear guidelines about greenwashing in its Green Guides, we’ve included some environmental marketing buzzwords to be mindful of along with useful definitions so you can communicate your sustainability efforts with confidence.
Printed with Soy Ink
Are you aware that the ink can contain less than 10% soy, and it’s still legal to make this statement? It is a misleading claim if the ink contains 90% petroleum content.
Recycled
Is that bottle pre- or post-consumer recycled material? How much recycled content is in there? If it’s not made with 100% recycled material, it’s necessary to specify what percentage of materials in the product are recycled — and if it’s pre- or post-consumer.
PVC-Free
This only works if the product or alternative could or may have contained PVC in the past. If not, is it really impactful for a company to boast that their product is free of this environmentally damaging material?
Recyclable
Is the rubbish you hold in your hand recyclable in your curbside paper bin? Or does it need to ship back to the origin of manufacture for recycling? This is an important distinction: If it is not curbside recyclable, the statement must be qualified — where does it need to go to be recycled.
DISPELLING THE MYTHS
Not printing something does not save trees when the paper is sourced responsibly. Forest businesses that operate in a responsible way will preserve forests in perpetuity. Without markets for renewable forest products, foresters will have to find other ways to make a living off their land — like clear cut for condos and a water park.
Paper packaging does not deplete ancient and old growth forests. Same premise here. Palm oil production, agriculture, and illegal logging are far greater threats to the rainforest, not responsibly sourced FSC® SFI® or PEFC® certified paper board.
These are only a handful of the often-misused phrases. However, when used correctly, marketing materials and product labeling provide a platform to tell an authentic brand story. Organizations that visibly support their missions show an understanding of the importance of third-party verification and accountability. This transparency reinforces their authenticity and further fuels a very loyal stakeholder base.
Managing all the aspects and impacts of sustainability requires a formal framework and a long-term commitment from leadership. It cannot be left to one lone Chief Sustainability Officer or Environmental Manager. The most successful brands have alignment across all functional areas of the entire organizational chart, to ensure optimal results.
WHERE TO START
There’s a Chinese proverb: “When is the best time to plant a tree? Twenty years ago. The second-best time is today.” Below are several paths businesses can take right now to begin establishing and communicating optimized sustainability practices.
- Evaluate your current paper and direct-mail practices and make improvements that align with your sustainability claims.
- Consult with your suppliers — they are your partners, and they want you to succeed.
- Look for third-party verification from reputable organizations.
- Consult the FTC Green Guides if you are ever in doubt about greenwashing.
- Explore the range of U.S. EPA voluntary programs such as Sustainable Materials Management Partnership, Green Power Partnership, and SmartWay Partnership.
- Understand the requirements for using third-party marks and labels to tell your story.
- Source paper and board from responsible suppliers and look for Sustainable Green Printing (SGP) certified printers.
Think twice when you see messages like “Save trees — don’t print this email” or “Save a tree and opt for digital statements.” It is misguided and detrimental to the entire creative industry. If not sending paper statements saves you money, say so. Tell the truth; don’t hide behind the mighty tree.
