How many times have you seen this silly message: Please consider the environment before printing this email? Even in the printing industry people put this at the bottom of their emails, which is absolutely daft. It effectively confirms an all too common and downright dangerous misconception. The implication of this type of message is that print is bad for the environment, but nothing could be further from the truth.
We all know that recycling is the way to go if we are to preserve our planet’s natural resources. But are we all fully on board with what it will cost to do so? Our concept of commercial success is profit and all too much effort goes into maximising it without necessarily appreciating that the bottom line isn’t the only line we should not cross. Perhaps it’s time for some renewed thinking on the nature of success and profitability?
One of the world’s biggest advertising agencies is BBDO, based in New York and the first ad agency to set up its own inhouse printing facility, way back in 1894. FedEx and Gillet are amongst BBDO’s clients and the company boasts some great achievements in its history. One more can be added: Cut! CO2, the Carbon Film Quote, although it’s odd that they couldn’t come up with something a little bit snappier, given their line of business.
The United Nations (UN) is even more fond of initials and acronyms than International Standards Organisation (ISO), so it is with a certain degree of weariness that we see yet another truckload heading our way. The latest, United Nations Environment Programme (UNEP), is a programme that is meant to help countries to improve peoples’ quality of life without jeopardising that of generations yet to come. Lofty ideals indeed, but how can it be possible to reconcile both objectives within a single strategy?
The Olympics motto of faster, higher, stronger has never had the airplay it’s had in this Olympic year. It’s everywhere and, in the UK at least, it’s a risk of becoming noiseless and meaningless. But it’s a motto the printing industry could readily adapt, especially in terms of environmentalperformance improvements. In the green room of carbon footprinting, calculating carbon footprints is a preamble to the main event of reduced environmental impact.