The Truth About Sustainability in Print: Smarter, Greener, and Here to Stay

There’s been a long-standing narrative that print isn’t sustainable. That if you care about the planet, you should stick to digital.

But here’s the thing: it’s simply not true!

Print has been quietly working behind the scenes, cleaning up its act, going greener, and making big strides in environmental sustainability – all while digital gets a free pass.

So, it’s time to set the record straight. Let’s explore how print fits into a sustainable marketing strategy, and how you can use it more responsibly than ever before.

Print Is Greener Than You Think

We’ve been led to believe that print equals deforestation. But the real culprit? It’s not magazines or posters – it’s beef and palm oil.

The truth is, paper is one of the most renewable resources we have. In the UK, most of the paper used in print is FSC certified – that’s the Forestry Stewardship Council. It means paper comes from responsibly managed forests that are replanted and maintained.

Add in the rise of carbon offsetting, solar-powered print plants, and vegetable-based inks, and you start to see the real picture.

Print has been making changes. Quietly. Effectively. And it’s now so sustainable that the EU has grouped it under strategic green industries in their Clean Industrial Deal – read more about that here.

It’s time for more marketers to catch up.

Be Selective, Be Smart

One of the biggest environmental wins with print? You don’t need to print more. You just need to print better.

Shorter runs, smarter targeting, and campaigns designed with strategy rather than a scattergun approach – that’s what makes print sustainable.

We talk a lot at NEXUScpp about good marketing husbandry. It’s about putting thought into who you’re trying to reach, why they’ll care, and what format will cut through the noise to reach them. That means less waste, better results, and a campaign that’s doing its job without clogging up a recycling bin.

This is about getting back to basics.

Sustainability in Print Goes Beyond Paper

When people think about sustainable print, they tend to stop at the paper. But there’s more to consider.

Display boards. Banners. Vinyl. Branded merch.

If you’re using physical assets as part of your campaign, make them count. Choose products that aren’t just destined for landfill. The range of sustainable options is bigger – and better – than ever. Recycled materials, biodegradable finishes, reusable branded items that people actually want to keep.

And while we’re on the subject: please, no more useless toot. We all know what that looks like.

Thoughtful merch can be part of your marketing mix – but it has to be purposeful, relevant, and made from materials that reflect your brand’s values.

Let’s Talk About Digital’s Dirty Secret

We’re not here to bash digital. But it’s worth looking at the bigger picture.

All those emails, videos, websites, and AI tools? They rely on huge amounts of energy – and as things ramp up, that demand is only going one way.

In fact, some predictions say the energy required to power our digital lives will soon outpace what can be produced sustainably.

Print, by contrast, is a one-time energy use. You design it, you print it, it exists. No data centres. No endless electricity draw. Just a tactile piece of marketing that’s there when you need it – and recyclable when you don’t.

It’s not about ditching digital. It’s about being honest about the full impact of all your marketing channels – and using them wisely.

The Takeaway

If it’s been a while since you considered print as part of your sustainability strategy, it might be time for a rethink.

This isn’t about going back in time. It’s about moving forward with a mix that’s balanced, thoughtful, and built for the long term.

Print has never stopped evolving – and it’s now one of the smartest, greenest tools you can use to reach your audience.

If you want help putting together a campaign that’s strategic, sustainable, and beautifully produced, we’d love to talk, so get in touch. Our Print Wisdom® covers everything from paper stock and ink choices to formats, finishes, and footprint.