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Why Print Is Sustainable

Why Print Is Sustainable. Presented By: Gary A. Jones Director Environmental Health and Safety Affairs Printing Industries of America. Today’s Agenda. What is Sustainability? Dispelling Common Printing Myths Effectiveness of Print Environmental Impacts of Print

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Why Print Is Sustainable

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  1. Why Print Is Sustainable Presented By: Gary A. Jones Director Environmental Health and Safety Affairs Printing Industries of America

  2. 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

  3. Have you seen this? P Please consider the environment before printing this email.

  4. Common Myths About Print Print “Kills Trees” Print is not as “green” as electronic communication Print is not a sustainable form of communication Print “Is Dead” Print is not as effective as electronic communication

  5. Fact: Print Is Sustainable Media Why? • Print is effective • Print is environmentally sustainable

  6. 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 it • Take no more than you need • Try not to harm life or the environment, make amends if you do Paul Hawkin – The Ecology of Commerce

  7. What is Sustainable Printing? • It is more than just recycled paper and soy inks! • Holistic approach to all business activities • Reduction in overall environmental impact • Reduction in toxics and waste • Incorporate more renewable resources • Reduce fossil fuel energy consumption • Continuous improvement process • Not a single event such as becoming FSC certified • Combination of many ongoing activities • It is not Greenwashing! • Must be credible and transparent Permission Granted by Terrachoice

  8. 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

  9. 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.

  10. Effectiveness of Print - Advertising

  11. 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 version • Source: Chief Marketing Officer (CMO) Council Poll, Via Print in the Mix, May 10, 2010

  12. 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)

  13. Value of Green Every resource consumed, every process used, every product created has upstream and downstream impacts

  14. Environmental Issues • Environmental impact of a product • Raw Material Sourcing • Production and Energy Use • Product Disposal Image credit: NASA

  15. Environmental Impacts of Electronic Media • Why is this important? • Electronic communication is here to stay • Print and electronic media can compliment each other in communication efforts • Important to understand how print relates to other types of media • Currently, information on the lifecycle of electronic media is lacking

  16. 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

  17. Why Paper Is Sustainable • It comes from a renewable and natural resource – trees • Product 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

  18. Raw Material Sourcing • Printers support using paper that preserves the ecosystem • Today, 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

  19. 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 owned • Source: UN FAO, Global Forest Resource Assessment 2005 • Private ownership creates an economic incentive for growing trees and maintaining forests

  20. Raw Material Sourcing Data Source: Forest Resources of the United States, 2007 USDA Forest Service

  21. Raw Material Sourcing Data Source: Forest Resources of the United States, 2007 USDA Forest Service

  22. 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

  23. Raw Material Sourcing Source: United Nations Economic Commission for Europe, Forest Products Annual Review, 2008

  24. Raw Material Sourcing • Global End Uses of Wood 2,0 Total 4.7 billion m³/yr 37% 32% 1,5 19% 1,0 9% 0,5 3% 0,0 Firewood Saw logs Fibre wood Otherindustrial Fire, land clearing, natural disturbances Source: Jaakko Pöyry

  25. Raw Material Sourcing • U.S. Fiber sources • 1/3 from recovered paper • 1/3 from residue (wood chips) • 1/3 from round wood (whole trees) • Source: tappi.org/paperu/all_about_paper • European Fiber sources • 55% of fiber used for paper production in Europe is from recycled paper • Source: Carbon & Energy Reduction, PrintCity, 2010

  26. 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.

  27. 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

  28. Room for Improvement- Raw Materials Source: UN FAO, Global Forest Resource Assessment 2005

  29. Room for Improvement- Raw Materials • Know your fiber source • Illegal logging • Monoculture plantations • Deforestation remains a worldwide and regional problem • Rainforest 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

  30. 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

  31. 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

  32. Electronic Media Energy Use 2006 Electricity Use • Computers and Data Centers: 88,509 million kWh • Computer 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

  33. Electronic Media Energy Use Source: Make IT Green –Cloud Computing and its Contributions to Climate Change, Greenpeace

  34. 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.

  35. Print Production Advancements 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

  36. Disposal • In 2008, Americans generated 77.42 million tons of paper and paperboard waste • 55.5% 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

  37. Disposal Source: European Declaration on Paper Recycling Monitoring Report, 2009

  38. 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 dismantled • Source: 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 2020 • Source: United Nations University 2007, Waste Electrical and Electronic Equipment Final Report Image Credit: Greenpeace/Kate Davison

  39. Room for Improvement- Disposal • Improve recycling rates • Improve paper recycling process • Reduce water use • Reduce transportation of recovered paper • Improve deinking methods

  40. Sustainable Printing • Recyclability of Printed Products Source – International Association of the Deinking Industry (INGEDE) www.ingede.com

  41. Paper RecyclingDunedin, New Zealand Photo by Peter McIntosh, Otago Daily Times http://www.odt.co.nz/your-town/dunedin/120695/planting-habit-recycling-early

  42. Electronic Waste “Recycling”Agbogbloshie, Ghana Image Credit: Greenpeace/Kate Davison Image Credit: Greenpeace/Kate Davison

  43. 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.

  44. Product Comparisons Print 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 book • Source: Daniel Goleman and Gregory Norris “How Green is my ipad”, New York Times

  45. 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

  46. 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 programs • Purchasing renewable energy • Reduced or zero landfill waste • Calculating and offsetting carbon footprints • Implementing social reciprocal programs

  47. Sustainable Printing How Do I Respond? • Product Issues • Design • Input materials - paper, ink, coating, adhesives • Printing Process Issues • Prepress, press, and postpress operations • Pollution prevention and waste reduction • Printers National Env Ass’t Center (www.pneac.org) • Envelope • Building, grounds, employees, energy, etc.

  48. Sustainable Printing Product Related Issues • Substrate • Recycled 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 coatings • Low VOC, vegetable oil-based, water based, no use of heavy metals • Adhesives • Recyclability

  49. Know Your Customers 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

  50. Go 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

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