Rodney Wade, environmental and technical manager at Finsbury Green has just completed a national speaking tour aimed at educating designers and print buyers on the benefits of green printing: Wayne Robinson listened as he tackled some common myths
Wade’s seminar programme, titled “Demystifying Green Printing” included a segment warning audiences of the need to be alert and alarmed when it comes to choosing environmentally friendly printing services. In particular he was addressing the issue of greenwashing, the new term given to printers, or anyone else, that attempts to claim they are green when in fact they have only made a somewhat superficial stab at becoming environmentally resposnsible.According to Wade there are six common environmental myths that exist in the printing industry:
Myth 1: Print and design is not an environmental issue
Reality: The production of paper and print has never been more sensitive to environmental concerns as they are today. Some organisations, particularly government, are starting to actively discourage the use of print on paper because of its perceived negative impact on the environment.
Myth 2: Electronic media leaves less of a footprint
Reality: A typical printed annual report cotributes 50 grams of CO2) compared to an annual report burnt to CD which contributes seven times that figure at 350 grams of CO2) and that’s before the CD is put into the computer.
Myth 3: Green printing costs more and is of a lower quality
Reality: Green printing should not cost any more than regular printing.
FinsburyGreen’s initial progression towards becoming green was driven by the fact that it was good for business. It actually decreased operating costs. If the pricing is different, it is for reasons other than green initiatives.
Myth 4: There is a limited market demand for environmentally responsible print and design
Reality: There has been a huge growth in the demand for environmentally responsible print services. Imprints are gaining momentum with a rise in the number of Australian businesses requesting printed material that shows a commitment to sustainability. Imprints may include the FSC logo, or information about the paper and the credentials of the printer and printing process or how much CO2issaved.
Myth 5: Businesses are only concerned with reducing costs
Reality: The current drive for good corporate governance, heightened transparency and sound risk management has led to a large number of businesses choosing to produce sustainability reports.
According to the Commonwealth Department of the Environemnt, Water, Heritage and the Arts, 45 per cent of the world’s top 250 companies now publish stand-alone reports with environmental information. This figure is up from 35 per cent in 1999.
Myth 6: Using recycled paper and eco inks eliminate the negative impacts on printing
Reality: It is not just about recycled papers. We all need to avoid simplistic approaches, just as we all need to know more, do more and demand more, if we are to contribute to sustainable processes such as green print procurement. Wade says, “It is critical that purchasers of printing services understand what they are getting, and what is available to them. “There are currently only a handful of printers in Australia who are genuinely engaging in the practise of green printing. Demystifying Green Printing is part of Finsbury Green's no-nonsense solution to combat the problem of green washing and to educate the market on the latest trends in green printing. Most recently, Finsbury Green launched a Green Star Rating System, an online questionnaire that allows purchasers of print services to rate the legitimacy of a printer and to establish a CO2 rating on a particular job.
