Sustainability is a hot topic this year, businesses are becoming more aware of their environmental impact and want to make better choices. Print is often frowned upon, by being bad for the environment with the use of paper. But what people don’t realise is that print doesn’t have to be completely dismissed from marketing and business.
I see many businesses using the term ‘paper free’ or ‘e-communication is better’ .This is something that comes from little knowledge on the use of paper. One of the most common myths is that using paper is bad for the environment, when it’s actually one of the most recycled materials in the world and comes from sustainable natural sources.
Businesses that use the term ‘paper-free’ or ‘go-green’ give an impression that digital is better for the environment than using paper. If you actually break down the lifetime of both of those, you begin to realise that it’s not always the case. Paper is a renewable and sustainable product made from wood which is harvested from sustainable European forests.
Because more businesses and individuals are using digital and e-communication instead, this means that data has to be stored somewhere, usually using a cloud service. The ‘cloud’ is not that thing up in the sky, they’re actually colossal data centres. These centres hold machinery and servers that are commonly made using finite raw materials which are precious and non-renewable.
As well as being incredibly difficult to recycle, these data centres produced 53.6million metric tonnes of e-waste in 2019. Just to put that into perspective that’s around the weight of 150 Empire Estate buildings.
Call me biased but I think print marketing is one of the best ways to make an impression is to have something in your hands to touch and actually feel, this is called haptic communication. Triggering the senses is more likely to secure trust and a potential sale, rather than looking at something on a digital screen.