In today’s conscientious marketplace, consumers are increasingly tuned into the ecological consequences of their purchasing decisions. That’s why we’re deeply committed to guiding our clients towards sustainable, eco-friendly solutions in their print marketing endeavours. This time, we’ll delve into actionable strategies for creating environmentally conscious print materials that deliver your marketing needs.
In the ongoing journey towards sustainability, the print industry has long been a dynamic force for positive change. Acknowledging the requirement to minimise environmental impact back in the 1980s, print businesses have embraced technologies and practices for decades to adapt to this new era of eco-friendly marketing. NEXUScpp stands solidly within this movement, offering solutions that enable you to champion sustainability in your print marketing campaigns.
The cornerstone of any sustainable print marketing campaign lies in the selection of eco-friendly materials. Over the years, the industry has almost completely adopted responsibly-sourced papers, including those derived from managed forests and a multitude of recycled sources. These materials not only reduce reliance on virgin resources but also reduce waste and carbon emissions throughout the production process. Moreover, advancements in eco-friendly paper coatings and finishes, and eco-friendly materials for large format printing, which has largely depended on PVC material, mean we can build sustainability into more areas of the marketing mix, such as events and promotions.
Alongside material selection, optimising printing techniques plays a pivotal role in enhancing the eco-friendliness of print campaigns. Digital printing methods, characterised by reduced energy consumption and minimal chemical usage, represent a significant stride towards sustainability through shorter print runs. Additionally, the widespread adoption of eco-conscious inks, such as soy or vegetable-based alternatives to mineral oils, in litho printing, reduces environmental pollution and fosters a healthier ecosystem. Furthermore, print-on-demand services minimise overproduction and reduce excess inventory, contributing to overall sustainability efforts.
While print marketing has made significant strides towards sustainability, it’s right that we compare its environmental impact with that of digital marketing. Digital advertising, often perceived as inherently eco-friendly due to its paperless nature, carries unseen environmental consequences. Data centres powering digital platforms consume vast amounts of energy, contributing to carbon emissions that are unnoticed but very real. Marketers are having to look at their electronic footprint and see what can be done to reduce energy consumption by their websites, emails and social media activity. And let’s not forget, the proliferation of electronic devices leads to e-waste accumulation, posing challenges and increasing costs for recycling and disposal.
To resonate with eco-conscious consumers, brands must infuse their print marketing campaigns with genuine environmental stewardship. By prominently showcasing eco-friendly practices and certifications, you can underscore your commitment to sustainability and create authentic connections with your audience. Additionally, including messaging about sustainability initiatives and eco-friendly product offerings further reinforces your environmental values.
The union of effective marketing and environmental sustainability lies at the heart of NEXUScpp’s Print Wisdom. With our accumulated knowledge, insights, and best practices, we guide our clients to unlock the full potential of print marketing and production. By embracing eco-friendly materials and optimising printing, we can help you craft print campaigns that resonate with consumers while minimising your ecological footprint.
Partner with us to infuse your campaigns with Print Wisdom, ensuring they are designed, produced, distributed, and used to achieve your marketing objectives effectively while being kind to the planet.
Gill Robinson
11th April 2024
by PAGE