GUEST AUTHOR – ENVIRONMENT ISSUES
ANDYRUDDLEdiscusses
theimpactofthe‘carbon
footprint’ontheprintindustry.
Counting the cost of communications
Acrosstheworld,marketers TheprolificriseofInternet
arehavingtoaddthe usageandserversintheUSand
Thesingle
communicationsmedium.
Despitethepromiseof
environmentalcostintotheir Europecompriseabouttwo-thirds
campaignplansinorderto oftheworld’stotalelectricity
fastestgrowing
paperlessworking
environments,90percentof
satisfypublicand use.Andby2010theabsolute
causeoftoxic
businessinformationstillexists
corporateconcerns. electricityconsumptionfor inapaperformatandissetto
Typically,it’salltooeasyto serversintheAsia/Pacific wasteis growfurther.
arguethatdirectmailisbadfor regionissettomore
theenvironmentandthat thandouble.
fromthe
Bycomparison,woodand
recoveredpaperareamongthe
web-basedcommunicationsare Aneasiermetrictotakeinis
eco-friendly,particularlywhen fromaHarvardUniversity
disposalof
mostsustainablerawmaterials
intheworld,becausetheyare
wehearsomuchaboutpaper academicwhorecently
electronic
renewableandrecyclable.These
consumptionandthewaste calculatedthattwosearch
outputfromprint r goods.
uniquequalitiesarecentralto
equestsonthewebsiteGoogle thesustainablenatureofthe
productionprocesses. produceasmuchcarbondioxide paperindustry.
However,theworldis asboilingakettle! Forexample,Europe’s
changingfast. Furthermore,atalocallevel, forestsareincreasing–not
Whiletheprintindustryhas theenergyandcostofprinting decreasing–byanarea
madesignificantstridesin emails(includingthetrail)and equivalentto1.5millionfootball
reducingemissions,hitting webcontentissignificantand pitcheseveryyearand
recyclingtargetsandimproving growingrightacrosstheworld. responsibleforestmanagement
targeting–especiallyusing Overthepastfewyears ishelpingtodrivethis.
advanceddigitalpersonalisation we’veseena48percent Inaddition,it’sworthnoting
techniques–there’sincreasing increaseinpaperusageathome theeconomicroleofforests
evidencefromacrosstheglobe andatworkthatis whichprovidevitalincome
aboutthelackofenvironmental directlyaligned andemploymentinrural
sustainabilityoftheInternet withthe areasandrightacrossthe
andemail. growthof forest-basedchain.
Mostmarketers,andin emailasa Europeisontargettoreach
particularthosewitha itsvoluntarypaperandboard
cross-bordermarketplace,now recyclingrateof66percentby
needtoconsiderthe 2010,accordingtothe
comparativeenvironmental EuropeanRecoveredPaper
impactoftheircommunications. Council(ERPC).
Fromdatastorage,energy In2007,recyclinginEurope
consumptionandcampaign reached64.5percentas60.1m
volumesrightthroughtopaper tonnesofpaperwerecollected
stock,inks,packaging,transport andsenttopapermills.Thisis
andwaste. anincreaseof14.5percent,or
Oneofthemost 7.6mtonnes,onpaperthatwas
fundamentalmarketing collectedandrecycledin2004
decisionsfacingmany –thebaseyearforthetarget.
businessesiswhereandhowto
reachcustomers,while Harmfulwasteincontext
minimisingconsumption Whenitcomestochemicals
andemissions. andemissions,theprint
industry,andinparticular
Foodforthought digitalprint,hasmade
Ifyou’reworkingunderthe significantstridestominimiseor
assumptionthatdigital completelyeradicateits
marketingticksthe environmentalimpact.
environmentalboxforyour ThemovetowardsUV
business,recentevidence curableinkswithindigitalprint
demandsarethink. istransformingthe >>
www.dmi-news.com June2009 37
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