The Big Interview


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. Sign Update spoke with Samantha Overton, managing director of Zebra Print Group, to explain how to navigate this tricky topic.


C


lients 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. 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


| 34 | May/June 2026


requirements. Rather than defaulting to blanket claims, the focus should be on incremental improvements and clear communication.


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


Samantha Overton, managing director of Zebra Print Group


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.


Finishes and laminates Finishing is often overlooked in sustainability discussions, yet it can significantly affect a product’s overall environmental profile. Laminates, in particular, can complicate recycling by combining different materials into a single composite. Where possible, specifying


mono-material solutions, where the substrate and laminate are made from the same type of plastic, can improve recyclability. Alternatively, for short- term applications, it may be possible to eliminate lamination altogether, particularly when using durable inks. There is also growing interest in


biodegradable or compostable laminates, though these are still evolving and may


www.signupdate.co.uk


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72