The Big Interview
from entry-level improvements such as switching to certified paper stocks to more advanced solutions for clients with greater flexibility. It can also involve reframing the
conversation – sustainability is not always about spending more; in some cases, it can lead to efficiencies. For example, designing for reuse, reducing material waste through smarter layouts, or selecting more durable solutions that extend product lifespan can all contribute to both environmental and financial savings. Ultimately, it’s about aligning
Sorting your eco signage credentials
not yet be suitable for all applications. Again, the key is to align the finish with the intended use and lifespan of the product, avoiding unnecessary complexity where it isn’t required.
Avoiding greenwashing For printers, this is a critical area to navigate carefully. Clients are becoming more discerning
and, in many cases, more sceptical. They are asking for certifications, lifecycle data and clear explanations of environmental impact. Printers who rely on generic claims risk undermining trust, even if their intentions are positive. A more effective approach is to focus on
transparency, which might involve clearly stating what a product is made from, where it is sourced, and how it can be disposed of at the end of life. It could also include sharing accreditations such as ISO 14001 or FSC certification, where relevant. Importantly, it’s about avoiding
absolutes – few print products are entirely sustainable, and positioning them as such can be misleading. Instead, framing solutions in terms of ‘reduced impact’ or ‘more sustainable alternatives’ provides a more accurate and credible narrative.
Educating clients Many clients may have high-level targets, such as reducing carbon footprint or improving recyclability, but lack the technical knowledge to translate these into print specifications. This presents an opportunity for printers
to add real value. By asking the right questions, such as ‘Where will this be used?’, ‘For how long?’, ‘What happens
www.signupdate.co.uk Businesses want to avoid greenwashing May/June 2026 | 35 |
after use?’ Printers can guide clients towards more considered decisions. In signage, for example, a short-term
promotional display may not require the same level of durability as a long-term outdoor installation. By tailoring materials and finishes accordingly, it’s possible to reduce environmental impact without compromising performance. Over time, this consultative approach
can evolve into longer-term partnerships, where printers are involved earlier in the planning process, helping clients embed sustainability into their broader marketing and operational strategies.
The reality of cost While some eco-friendly materials and processes are now cost-competitive, others still carry a premium, and for clients operating within tight budgets, this can be a barrier. The role of the printer is not to ignore
this reality, but to navigate it. This might involve presenting a range of options,
sustainability goals with commercial realities, ensuring that recommendations are both responsible and achievable.
What’s next? As sustainability continues to shape the print industry, the role of the printer is evolving. It’s no longer just about production, it’s about partnership, guidance and shared responsibility. For signage providers in particular,
where materials, scale and application add layers of complexity, this evolution is especially pronounced. Clients are looking for expertise, not just output, and want reassurance that their choices are informed, credible and aligned with their wider environmental commitments. Meeting this demand requires
ongoing learning, investment and, above all, a willingness to engage in honest, informed conversations. There is no single solution to sustainable print, but by focusing on transparency, practicality and collaboration, printers can play a central role in driving meaningful progress. In doing so, they not only meet client expectations; they help shape them.
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