Environment Samantha Overton, managing director of Zebra Print Group


Crucially, it also means being honest about limitations. Not every product can be made fully sustainable, particularly in signage where durability, weather resistance and longevity are key requirements. Rather than defaulting to blanket claims, the focus should be on incremental improvements and clear communication.


MEETING CLIENT DEMAND FOR ECO CREDENTIALS


SUSTAINABILITY IS BECOMING MORE


RELEVANT IN WALKS OF LIFE, SO MUCH SO THAT DEMAND FOR IT IS ALMOST STANDARD. YET THOUGH CLIENTS MAY WISH TO BE GREENER, THEY MAY NOT UNDERSTAND


HOW. IMAGE REPORTS SPOKE WITH


SAMANTHA OVERTON, MANAGING DIRECTOR OF ZEBRA PRINT


GROUP, TO EXPLAIN HOW TO NAVIGATE THIS TRICKY TOPIC.


Clients are asking more informed questions about environmental impact and increasingly expect their print partners to provide credible, transparent answers. For printers, particularly those operating in signage and large-format production, this shift presents both a challenge and an opportunity.


The challenge lies in the complexity, as sustainability in print is rarely black and white. It’s a balance of materials, processes, logistics and end-of-life considerations, each with its own trade-offs. The opportunity, however, is significant – printers who can confidently guide clients through this landscape, offering informed recommendations without overpromising, are positioning themselves as trusted partners rather than transactional suppliers.


MOVING BEYOND BUZZWORDS


One of the biggest hurdles in meeting demand for eco credentials is cutting through the noise. Terms like ‘eco-friendly’, ‘green’ and ‘sustainable’ are widely used, but often poorly defined, meaning clients may arrive with expectations shaped by marketing claims rather than practical realities. For printers, this means taking on an advisory role and translating broad sustainability ambitions into tangible, achievable specifications. That might involve explaining the difference between recycled and FSC-certified stocks, outlining the environmental implications of different ink technologies, or clarifying what can and cannot be recycled once a job is complete.


30 | June/July 2026


SUSTAINABLE SUBSTRATES Material choice is often the first area clients look to when seeking more sustainable print solutions. In recent years, the range of environmentally conscious substrates has expanded significantly, particularly in the signage sector. Recycled papers and boards remain a strong starting point for indoor applications, offering reduced reliance on virgin fibres while maintaining good print performance. FSC or PEFC-certified materials provide an alternative route, ensuring that virgin fibres are sourced from responsibly managed forests. For large-format and signage, the conversation becomes more nuanced. PVC has long been a staple due to its durability and versatility, but it presents environmental challenges in both production and disposal. As a result, there has been a growing shift towards PVC-free alternatives, including polypropylene-based materials and polyester films. While these can offer improved environmental credentials, they are not without compromise. Some may have shorter lifespans or different handling characteristics, which can impact installation or performance in certain environments. This is where the printer’s expertise becomes critical, matching the right material to the application, rather than simply defaulting to the ‘greenest’ option on paper.


INK TECHNOLOGIES Ink selection is another key consideration, particularly in signage where vibrant colour and durability are essential. Water-based and latex inks have gained significant traction as more environmentally conscious alternatives to traditional solvent inks. Latex inks, for example, are water-based and generally produce fewer volatile organic compounds (VOCs), making them more suitable for indoor environments such as retail spaces, offices and healthcare settings. They also offer strong adhesion across a wide range of substrates, making them a versatile option for many applications. UV-curable inks, while not always positioned as ‘eco’ in the traditional sense, also have advantages. They cure instantly under UV light, reducing energy consumption during drying and enabling efficient production workflows. In many cases, the choice of ink is less about finding a perfect solution and more about understanding the trade-offs and selecting the most appropriate option for the job.


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