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At present, among the world's top 500 companies, more and more top managers have started to pay attention to green issues. Several world-famous publishers and financial institutions have once said that issues such as climate change and sustainable development must attract the attention of the printing industry. In fact, hundreds of printing companies have begun to take action. But it also means that more companies will lose this crucial few times - their neglect of environmental issues will put the company in a very dangerous situation. The following two examples may allow you to understand the issues that print buyers are concerned about. Someone once held a conference called "Green Advertising" in June. It is pleasing that more than 200 people have reserved seats for this meeting in advance. But when another 350 people asked to attend the meeting, the support media for the conference, Ad Age, suddenly felt at a loss - crowds of people even spread to the busy streets of Manhattan. However, just a few days later, Citicorp also held a seminar on the same theme in Manhattan, focusing on the sustainability of advertising, publishing, and supply chain. The conference was also a packed event, and many listeners were standing. After listening to the meeting. In the United States, meetings related to sustainable printing and packaging are held almost every few weeks.
Why are people interested in advertising? What does this mean for a printer? You may call it "new green."
New Green is not a moral or theoretical concept, nor a purely emotional appeal. It is based on a theoretical concept of “sustainability,†which can change the way companies operate. In essence, it can change people's demand for printing services, printing equipment and printing supplies.
The reason why green is becoming a hot topic is mainly because there are thousands of people who have watched the documentary "The Inconvenient Truth" directed by Davis Guggenheim. Millions more participated in the recently held LiveEarth concert. The purpose of this rock concert is to raise public awareness of environmental protection. In addition, news related to environmental protection has been increasingly published in major publications such as BusinessWeek, Times, Fortune, Forbes, and The New York Times.
These initiatives have finally brought people’s attention to environmental issues and changed the way companies and governments think in terms of design, production, procurement, printing, and media management.
Another reason people are generally concerned about the sustainability of the advertising, publishing, printing, and packaging industries is that these industries are the world's largest consumers of energy. In the United States, they all rely heavily on imported oil and paper, and produce a lot of waste paper. In addition, these industries emit millions of tons of greenhouse gases each year.
All beginnings are hard
The realization of green production requires that printing companies and their suppliers put aside issues such as cost, production and print quality, and put environmental issues first. Today's printing buyers are often more thorough in analyzing the impact on the environment of everything they do - from their own production companies to the processes used by their primary and secondary suppliers.
Printing houses are generally divided into secondary suppliers. But in the publishing industry, it is a well-deserved first-tier supplier because they produce the final product for their customers. In either case, printers must adhere to the concept of “green cleaning†and integrate sustainable production processes into every job. If printers and their suppliers want to continue to gain a foothold in the market, they must now think about what they have said and done for the environment. In order to avoid falling behind those environmental pioneers, the managers of printing companies must first start with FSC certification or use of soy ink.
The so-called "green" is to abide by the laws of nature and do things beneficial to the earth. Whether these things are good or bad for your company, the "new green" concept pursues a win-win situation between the enterprise and the earth. Let them benefit from people's environmental behavior at the same time.
The biggest challenge facing the printing industry today is to get rid of old ways of thinking about environmental issues and to develop new ways to identify, analyse and use sustainability information. In addition, people must pay close attention to global warming trends and take effective measures in time to prevent the environment from continuing to deteriorate.
Kenneth Macro, professor of the image communication course at Effily Business School, said: “A lot of the printers I interviewed do not understand sustainability. They hope that the climate warming and environmental issues will be resolved automatically. We don’t have time to go like ostriches. When thinking about issues, we must not hide our heads in the sand. What we need to do is to take every measure to ensure the sustainable development of the printing industry and make printing a responsible media."
Do I need to spend more money on environmental protection?
From a historical point of view, "green" refers to compliance with environmental laws and regulations, and the "new green" concept far exceeds this category. The sustainability of printing and other fields is to constantly improve the environment and improve the social and economic benefits of a company and a product that receive a service.
Green products have historically been costly and have not excelled in performance, but now everything will change. Lee Scott, Wal-Mart’s CEO, once explained the “new green†concept to more than 700 corporate executives at the Retailer Sustainable Value Network Conference in March this year.
He said: "An ordinary working-class family has absolutely no need to make choices in products and sustainable products that they can afford. The new green concept has been acquired by Wal-Mart, GE, Timberland, Bank of America, Unilever, and Starbucks. Well-known companies, such as the strong advocacy, many of which are highly-known multinational companies have created value through green products.Green products should have better performance than traditional products and services, because they are in all aspects of production (from the details From the supply chain to the quality control, people have paid enough attention to it. Green printing must also be the case."
According to John Grant, author of the "Green Marketing Manifesto", people's interest in green will never be reduced, because it has a close connection with climate change.
Michael Longhurst, senior vice president of business development at McCann Erickson (who is also a member of the UN Environmental Project Advertising Advisory Committee) believes: “Sustainability is not a green marketing, it is not a social issue, it is not just a matter of energy conservation. What it covers is very extensive. Sustainability is synonymous with every thing in the world that we live in. It is an economic, social, and environmental issue that mainly involves different ways of consumption and In addition, it also means the sharing of resources between the poor and the rich, the protection of the global environment, and the need for the survival of future generations. Sustainability is an incompatibility for governments, businesses and consumers alike. Ignored issues."