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page 1

S u S t a i n a b i l i t y

in the media mix

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page 2 contents

contentS

1 what iS SuStainability? 5W s Ssb? 6

Ssb vs G? 7Ssb c? Ssb g? 8t o of 9Ssb bsss s goo bsss 10Poc go s v 12

2 SuStainable choiceS in the media mix 17Ssb cocs 18B sc 19efcc pc of pp 23

10 thingS you need to know 24

3 paper: the truly SuStainable media reSource 27a bf so of ssb 28Sg co sg fos vss foso 29Pp = wb cbo sog 30t gowg soc 31Pp ssb foo fo 32Pp csos 34

Ssb cocs 35

4 the reality of SuStainable buSineSS 37 perSpectiveS & caSeS

Vss Zvs 39mc t 40Bcs W 42dcs So 43Wow F fo n 44Woowos So afc 45t Bo Sop 46

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the human reSponSe to paper 48

5 a rough guide to SuStainability 51

hrs s 52Busss fccy cug ou ws 53msg ws 54Susbl vs 56msurg provg prforc iSO 14000 fly 57trck bcrk growg r 59Susbl ppr supplrs 60

life with print 62

Sappi 63

SourceS and SuggeSted reading 64

what iS the media mix?

the media mix represens he growing number of channels available omarkeeers, encompassing on and off line media. though audiences are

ow or frg, cobo of ol w cls offrsinnovaive ways of delivering ever-more argeed and effecive messages.

Geing he righ balance will ensure ha you achieve communicaion

fuls: rg ssg; rg ; o righ audience;and delivered using he righ medium.

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page 4 What is the media mix?

1

page 4

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What is the media mix? page 5

what iS SuStainability?

s us ta in ab il it y i s a W or d t ha t i s b ei ng h ea rd m or e a nd m or e,

particularly in business. but before We can implement itWithin the media mix, We have to understand it.

page 5

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page 6 What is sustainability? What is sustainability?

what iS SuS tainabil ity?

SuStainability

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cocp of ssb.

enVirOnmentally-FriendlytranSPOrt (e.G. train, BOat, )

manaGed FOreSt FaCtOry uSinGGreen enerGy

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going green page 7

SuStainability verSuS green

going green

the green concep, fer dominings fo ov c, s ow o

w. ts s o o s c of w o cv s o og v; h i hs been subsumed wihin morevb w gg pg.

goin reen covered vs rry ofciviies some more uhenic hnos. as bwgo g sp,os v bsss c o pov eco-credentals. intatves ranged from the

well-inenioned o he downrigh cynicl.Organsatons that wanted to make a genunecommtment to gong green dscovered thatpoor deniions of wh i cully men v fc o cv. t cond h invesing in new energy-efcientechnologes resulted n greater polluton nthe manufacturng process. it appeared that w f , f .

a more effecive model hs emerged; i is

called sustainability. Sustanablty doesnt

look producs, services or businesses soo; xs wo pocsss n inerconneced nd inerdependenwo.

Filure o pprecie he differencebeween he wo conceps cn led opc fs x. Cos g boc, fo xp, hghlghtng a companys major nvestment

in green echnologies. the mrkeingdeprmen ensures h he pper useds vo f, b f orelise h he priner hs used coings f possb occ. Sc sg s cundermne all the companys envronmentalgood works nd signicnly dmge ispo.

enVirOnmentally-Friendly PrintinG

teChniqueS

marketinGBrOChure

marketinGBrOChure

in reCyCled PaPer

COlleCtinGFOr reCyCle

COlleCtinGFOr reCyCle

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page 8 What is sustainability? sustainability car? sustainable marketing?

SuStainability car?SuStainable marketing?

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.

though the concept of sustainabilityhas yet to be defined definitively, in 1987the World commission on environmenta nd d ev el op me n t d es cr ib ed i t a s,

development that meets the needs ofthe present, Without compromising theability of future generations to meettheir oWn needs.

2 five years later, the declaration ofrio on environment and developmentsaW sustainable development as being

supported by three pillars: environment,economic and people.

environment

peopleeconomic

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the role of the media mix page 9

the role of the media mix

the med choces we mke w wys

be bsed on he effecveness of devery,

bu he profuson of chnnes gves hemrkeeer huge moun of choce. Wh

decsons mde, we need o ensure h

whrvr possibl, our hods do no har

h nvironn and can xploi rnwablresources. in ddon, hese renewbes

us b rsponsibly usd so ha hy ar no

depleted to the extent where regeneration

s mpossbe. acves mus so reduce

mpc on he envronmen by combng

pollution and waste.

th criical diffrnc bwn susainabiliy

and green is that these choices must also

b inford by businss raliy and a widrsocial awareness.

sustainability is very much concernedWith the media mix. the decisions madeby media professionals and marketeers

Whether to use paper, broadcast ordigital channels, for example mayappear to be insignificant, but Whenthese decisions are multiplied acrossWhole industries, small choices canhave a big impact.

the butterfly effectsmall choices can have a big impact

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page 10 What is sustainability? sustainable business is good business

SuStainable buSineSS iS good buSineSS

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page 11

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page 12 What is sustainability? policy and regulation as the driver

policy and regulation aS the driver

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policy and regulation as the driver page 13

regaion is biding ssainabiiy inoprocremen processes ron he worl.

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goods, wos and sevices...pbicprocremen s seen s lever o chevewidr nvironmnal, social and conomicpoicy objecives.7 the uk Ofce ofGover