Life With Print Sustainability in the Media Mix

7/28/2019 Life With Print Sustainability in the Media Mix

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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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s ss.


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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.

- eropan union nshrins ssainabiliy inpoceen hogh egisaion56 andany ebe saes se poceeno pooe ssainabiiy in he wideeconomy;

- the pbic seco has a via oe infheing ssainabe deveopen,hogh is poceen of bidings,

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

- he uS is changing fo an incenives-bse pproch o reglory one;

- in 2009 Prsidn Obama signd excivOde 13584, o esabish an inegaedsaegy owads ssainabiiy in hefdral govrnmn and o mak rdcionof grnhos gas missions a prioriy forfdral agncis...h fdral govrnmnms le by exmple.8

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nncl reglon.

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SuStainability iS everyoneS buSineSS

whatever the Sector, and whatever the

roleS within that Sector.organiSationS

need to underStand, implement and

demonStrate SuStainability.


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page 16 What is sustainability? policy and regulation as the driver

2

page 16


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policy and regulation as the driver page 17

SuStainable choi ceS in the media mix

all channels used in the media mix have a sustainability

cost. as media professionals We need to make informeddecisions, using combinations that ensure We minimise

the negatives and maximise the positives. paper make s our

choices easier, offering a truly sustainable ingredient

to the media mix

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SuStainable choiceSin the media mix

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W s v s cocs o wss sgfow s g pp.

page 18 sustainable choices in the media mix sustainable choices in the media mix


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behind the screen page 19

behind the Screen

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annual eleCtriCity

uSe exCeedinGthat OF COuntrieS

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and POland10

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211

1% of globalelectricity uSe

152 billionkw/h per year halF OF

thiS WaS Burnt On SyStemSneeded tO COOl SerVerS

alOne9


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Spam, Spam, chipS and Spam

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page 20 sustainable choices in the media mix behind the screen

Search for SuStainability

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33 terawattS ofelectricity / year

20 million tonS ofgreenhouSe gaSeS

POWerCOmSumPtiOn OF

2.4 millionhomeS / year

SpamS

dri

VinG1.6mil

lioncarS

ar

O

undtheWOrl

d


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behind the screen page 21

the real coStS of the virtual world

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Small actionS

can have big

implicationS

if just

10% of users

unplugged

their phone

charger from

the Wall

When not use

the energy saved

could poWer

60,000 homes for

a year20


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page 22 sustainable choices in the media mix behind the screen

pay per view

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the unSocial face of Social media?

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lcd tv

196 wattS

plasma screen

326 wattS

crt tv

146 wattS

greenpeaceSfacebookcampaign


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efficiency in the media mixthe impact of paper page 23

efficiency in the media mix

the impact of paper

i h x hs c usg hchannel ha reaches a larger adence, and

delvers a message ha nspres more peopleo k s co. rsch fomcosof avsg23 novb 2009provdes some neresng ndngs n ermsof he mos efcie media chaels:

aoh suy 2009, fo h Ouooavsg assoco , c o s

coclusio. Pri adverisig yielded 6.23for every 1 spen, whls odoor adversngad tV geeraed oly 3.57.

th choc bw pp, bocs digial is o as obvious as we migh hik,dependng on a nmber of facors: he needsof he reader, he source of he paper beig

used ad if i is recycled afer use.

as w w scov h lf hssanable fores chaper laer, using paperfrom certied sources and appropriate

ss

s .

microSoftS Study

covering 26 major

uk retailerS

spent

tv

generated

2.15

online

generated

3.44

print

generated

5

1

we are likely to uSe all of the channelS

available within the media mix becauSe they

each bring unique attributeS. by avoiding

myth and miSconception, we can enSure

that our deciSionS are SuStainable oneS.


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page 24 sustainable choices in the media mix efficiency in the media mix the impact of paper

10 things you need to knoW

1. a neW ingredient has been added to the media mix. joining

considerations of audience, message and channel is a

neW factor sustainability.

2. although the concept has been around for a long time hundreds of years sustainability has suddenly

rocketed to the top of the business agenda.

3. as the lustre has f aded f rom the g reen m ovemen t,sustain ability has coalesced as the true m easure

of a companys commitment to economic, social and

environmental responsibility.

4. forestry and paper are the Worlds only truly sustainable

industries.

5. sustainability is finding its Way into government andc o r p o r a t e p o l i c i e s i n f u t u r e , i f y o u W a n t t o d o

business, you Will need to prove your oWn commitment

to sustainability.

6. sustainability cannot befaked. it is a concept that is bigger

than any single companys activities. it encompasses your

supply chain and, in turn, those you are a part of.

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7. sustainability is a root and branch revolution in the Way

that We do business that Will change the Way We package,

share and communicate messages With customers and

other audiences.

8. small actions are not enough on their oWn. turning off

unnecessary lights is a good first step, but you should

also think about: ensuring that light bulbs are energyefficient and sustainably produced; and if your energysupplier is using reneWable sources of energy to mitigate

the impact of fossil fuels.

9. s us ta in ab le b us in es s i s g o od b u si ne ss ; i mp ro vi ngefficiency, cutting costs and driving sales (throughenhanced reputation). get it Wrong and you could find

yourself frozen out by customers.

10. this is more important than business. as ernst ligteringen,

chief executive of the gri sustainability index said, as

We face a sustainability crisis that could ultimatelyeven threaten our very existence as a species, We needto knoW hoW our companies are positioned to rise tothe challenges, provide solutions and adapt to coming

changes.1

source: ???

page 25


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page 26 sustainable choices in the media mix efficiency in the media mix the impact of paper

3

page 26


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paper: the truly SuStainable media

reSource

for businesses to pursue sustainable media strategies,

they must look to their oWn activities and those of theirsuppliers. if paper is to be an integral part of the mix ,

We must be confident that We build upon the foundation

of an entirely sustainable media ecosystem.

page 27


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page 28 paper: the truly sustainable media resource a brief history of sustainability

a brief hiStory of SuStainability

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cover of Sylviculturaoeconomica.hanS carl von carlowitzoder hauSSwirthliche

nachricht undnaturmSSigeanweiSung zur wilden

baum-zucht of 1713


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setting the record straight forestry versus deforestation page 29

Setting the record Straight

foreStry v erSuS d eforeStation

many forss av bn susan forhunres of years. Wh a growh lfecycle

a can b bwn 60 an 120 yars,responsble foresers undersnd w

hey o now wll mpac her chlren, an

her chlrens chlren.

Foresry s one of he few, ruly susanable

nusrs wr rsourcs los rougconsupon ar aly rplac aspar of carefully manage, long-erm plans.

an opnon survey conduced on belf of e

europan Cosson n 200927, owvr,suggess publc percepons of foresryre odds w e rely. a possble cuse

s e use of ermnology n e med, were

forsaon s ofn confus w cung of mber n well manage foress.

dforsaon s a probl, bu s s apenomenon mosly found n e developng

worl wr ug racs of fors ar cuown an no rplac, akng way for

lucrve grculurl projecs suc s plmol proucon.

of braSilian foreSt

20%

in brazil 20 per cent of all forest

clearance relates to cattle grazing

and soya bean production the latter

an ingredient in cattle feed. this is a

loss of forest area equivalent in size to

continental europe, simply so that We

can buy cheap burgers.28


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page 30 paper: the truly sustainable media resource paperinthemediamix =reneWablecarbonstorage

paper in the media mix= renewable carbon Storage

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the groWing resource page 31

the growing reSource

th pp dsys sppo of sposblmgmt is icrsig forst rsorcs.

i eop, hd o s pldthn re hrvested, whch s helpng to see

fos cs by h qvl of1.5 llo foobll pchs vy y. iddton, the pper ndstrys efforts to be

sstnble ensre tht:

- os of h wood sd s low qlydsl od wood h s o foy hgh qly sw b ppos

nd therefore sed for pper prodcton,prtcle bords or energy generton;

- mor th qrtr of th wood sd is thby-prodct of other ndstrl processes;

- most of the remnder comes from forest

thiig; procss whr hth trsnd those of lower qlty re removed

o s h cod hlh of hostht remn.

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for th viromt. yt rsrch is showigtht ths cn be fr from the trth.

Pg l sg pp fosposbl podcs, cobd whppop cyclg, pocs h fof h fos, s ch cosys d chp to combt cimt chg. Cosmrscocd bo dfoso wold bo cc sg, please think

about the environment before buying a beefburger and consider a vegetarian otions!


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page 32 paper: the truly sustainable media resource paperasustainablefoundationforthemediamix

paper a SuStainabl e foundationfor the media mix

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paper a sustainable foundation for the media mix page 33

the aral regeerao of ee

speces kes poy ove ew

seedg d plg. Wheeseeds e sed, ges hve o kow

the povenance of thei stocks ensuing

h he ees hey believe hey e plninge he oes h clly gow. i y

cses, geeclly oded vees e

not allowed.

vehcle se s kep o

o poec he soil. Whee diving is

llowed, i is on cefully buil odsh comb soil compession. the effecs of

sg pape poducts ae mitigated

by an inceasing move fom oad to ail and

ensuing sufcient local supply.

macher sed s ofe bl

specclly fo se he foes.

Oils and hydaulic uids ae easily

biodegadable so that in the event

of spllge, s lle h s possble sdoe o he foes. Opeos e hghly

sklled, ed es sch s ecology,

esg h hey c ke he ecessy

steps to potect habitats.

responsible pape poduces also

ese h he o of wase

h goes o ladll s sed

by, fo exple, e-sg wse podcs

within the poduction pocess.

responsible mnufcues wok o

ensue energy use is the minimum

reqred, d h wheevepossible, comes fom enewble esouces.

i msch the nehelds, oepoject hanesses the heat geneated fom

ppe podco o help powe he locl

town and educed CO2

emissions by 80 pe

cen. though ongoing enegy efciency nd

he se of leve fels sch s wse

ol d ecoveed yes, oe ll noh

ameic hs been ble o educe puchsed

oil consumption by 40 pe cent.

ik s po copoe

of sg ppe he ed x.

aweess of ssbly d

csoe ded s ledg o ewgeneion of inks which use enewble nd

ecyclble esouces such s soy, vegeble

oil nd sch. reecing he coss-discipline

natue of sustainability, ink manufactues

e lso helping he pining indusy ecovend ecycle inks nd solvens fom ecycled

pape.

1 3 R

2 4


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page 34 paper: the truly sustainable media resource paper decisions

paper deciSionS

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in countrieS with low populationS and high timber reSourceS, collection and tranSportation of recycled material

iS likely to carry a higher environmental coSt than uSing freSh timber

uk canada


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sustainable choices page 35

SuStainablechoiceS

to be susainable, we mus also look a he

s s s choose. the paper used may be endorsed bya relevan cericaion body such as FSC, buhs s no he end of he sory. the ddonof PVC coangs for example, cold haveimplicaions in erms of chemicals employed

(doxns nd PCBs) nd mke mpossbleo recycle.

there are resorces o help medaprofessionals make he righ paper choices

for he meda mx, sch as Paper Specs:www.pperspecs.com.

the se of responsbly managed foresproducs can only bring maximum bene if

end users, cusomers, priners and supplierscome ogeher.

in demandng ssanable prodcs effcenly prodced paper wh lowenvronmenal mpac, effecve recyclngand wase reducion and improved producion

and logsc processes we can ensreha paper remans a ssanable par ofhe med mx.

reSponSible paper manufacturerS go

to extraordinary lengthS to protect

and augment our preciouS natural

reSourceS. it iS one of the worldS few,

truly SuStainable induStrieS and the

foundation of a reSponSible media mix.


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page 36 paper: the truly sustainable media resource sustainable choices

4

page 36


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sustainable choices page 37

the reality of SuS tainable buSi neSS

perSpectiveS & caSeS

f or a ny o rg an is at io n s ta rt in g i ts j ou rn ey t oW ar ds as u st ai na bl e m e di a m i x, t he t as k m ig ht s e em a d au n ti ng

one. yet there are many successful companies already

integrating sustainability into their everyday operations

and media strategies. here We look at case studies and

hear first hand from companies using sustainability in

the media mix.

page 37


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page 38 the reality of sustainable business vrasidas zavras

vraSidaS zavraSdePuty General manaGer, PiraeuS Bank

perspectives

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o-sows Green BankinGbc, s of s Bs.i ps o csos bs of o sssb vs.

t spos fo o csos sb v posv, w g css b of pop vsg o GreenBankinG bc.


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vrasidas zavras page 39

ho oes e t nto you sustnle

me stteges?

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spsb oo o g ffos.is uqu s of s ms h v

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is sustnle usness goo usness?

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c w oppous fo g

bussss. ths bussss b h

vom, boos h coomy lso

generte new jobs. ultmtely, ths s how sposb bsss so c!

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ftre economy. in other wors, we vew orps of ssb s o copvvg.

PICTURE


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page 40 the reality of sustainable business michael trautmann

michael trautmannCO-FOunder OF kemPertrautmann

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perspectives


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michael trautmann page 41

tk / / kt orr of civiy r is criicypo. do go pbc bo g ossnby rkeng nve before yory v cr unrsning of wo cop s b o cg w cn ivr. mny copnis f ino isp. if o , b f o w wk, rus is gon n you n i ucrder o genere credbe ssnby

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page 42 the reality of sustainable business barclays Wealth

barclayS wealthBankinG On media eFFiCienCy

dsBcs W s g gob wg, w o c sss of 134.1b 2009 ofcs ov 20 cos. i2006, Bcs W b o cpg o s s poog g cs, bcg gpc w cos ffcvss. ipo, cpg so o Bcsssb gos, wc o g

cooc, c, soc vopcs cog s spp c ob o ssb.

ds

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of cpgs 3 o bg.

Bcs W fo pss vsgws os fc s of socs,bgg ssg v o vsof cs, p pg bo g cb.

cases


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deckers snoek page 43

deckerS SnoekSuStainaBility in the Small Print

dsipi

dcrs Sno is on of erops lingprinrs, rs by orgnisions sch s

renault, the BBC and Ponee to delve hgh

q pbcos. Fo ov 200 s

compnys pssion for prin hs nsr

that they see each and evey publcaton as awok of at, and t s now a leadng advocateof cobg q w ssb.

dis

dcrs Sno blivs h i hs fnmnl rsponsibiliy owrs

pocg vo, s wog

to ensue t opeates n the most sustanable

wys possibl. thy r ingring

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govs evo C.

i s s p o g

of cc pocsss, ssb s olwys sy, b h compny os ll i

cn o rc ws n missions. Prin

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h shr dcrs Snos ssinbiliy

vision, n whil i is no y possibl o

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fon h hs hv ponilly hrmflsde effects n the own ght. Consequently,

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8 p c.

th compny conins o improv

ssb b:

- f pgg woow o c

pp ws;- pg g zos s

sog w poco p;

- cos oog coog

w ws.

TO CHANGE


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page 46 the reality of sustainable business the body shop

the body Shopthe Beauty OF SuStainaBility

ds

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t Bo Sop s co o sg woo ss os o cob

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ssb woo s .

cases


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the body shop page 47


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the human response to paper

there is another factor, Which although not directlyrelated to sustainability, does need to be throWn into

choices around the paper and digital media mix. peoplesresponse to paper and screen reading is different. though

research has yet to come up With definitive conclusions,there is a tendency to read more quickly and scan content

on screen, While printed materials are conducive to a more

in-depth reading experience.

anne mangen, a reading specialist at the national centre

for reading research and education at stavanger university

in norWay, published a paper in 2008 that found reading onscreen and on the page Were completely different activities.

in a 2009 intervieW With the boston globe 25 she said, When

reading a book We can alWays see, and feel With our fingersand hands, our progress through the book as the pile of

pages on the left side groWs and the pile of pages on the right

side gets smaller. at the same time, We can be absolutely

certain that the technology [the book] Will alWays Work

there are no problems With doWnloading, missing text dueto technical or infrastructure problems....

mangen argues that paper helps readers to understand more

and better than When reading on screen. using the mouseand clicking on links, for example, subconsciously takes

attention aWay from What is being read in a digital format,

content can lose its physical dimension, and the readerloses the feeling of immersion in the subject matter.

page 48


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p er so na l f in an c e i s j u st o n e a re a W he re a p hy si ca l

connection With communication appears to be highly valued.

nearly three quarters of respondents to a study from ukcommunications agency communisis26 reported that they

continued to receive hardcopy bank account statements,

and half stated that this Was because they preferred to

have physical objects to file and store.

the most important point here in terms of the media mix is

that reading on paper is not better than reading on screen,

and vice versa. to discover the optimum ch annel We need toask ourselves a range of questions:

is the channel appropriate for the intended audience?

is the channel suitable to the message being delivered?

in What context Will the audience be likely to read the

communication?

What do We Want the audience to take aWay from theexperience?

are there alternatives available that can better meet

sustainability needs?

once the choice is made, is it implemente d in a sustainableWay?

page 49


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5

page 50


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a rough guide to SuStainability

s o, W e n o W W e k n oW a bo ut s us ta in a bi li ty : i t s h is to r y,

h oW p ap er i s t he f ir m f ou nd at io n o n W hi ch t o b ui ld as us ta in a bl e m e di a a n d c h an n el s tr at e gy , t he f a ct or s

that need to be considered in the paper and digital mix ,

and hoW this is applied in a real business environment.

but What nex t... What are the advantages to businesses

and hoW can they begin to harness the opportunities of

sustainability?

page 51


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page 52 a rough guide to sustainability hearts and minds

heartS and mindS

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the SuStainability

championS guidebook

how to tranSform

your company

bob willard

new Society publiSherS,

limited

green recovery

get lean, get Smart,

and emerge from

the downturn on top

andrew winSton

harvard buSineSS School

preSS


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business efficiency cutting out Waste page 53

buSineSS efficiency cutting out waSte

as w hv discovrd, susinbiliy is goodbsinss, b don js or word for i. a

mjor pybc from prociv nvironmnprogrmm is improvd bsinss fcincy,sid Frd Shpiro, uhor of environmnlregon fo Pnes. an ncese nproduciviy ofn ks plc whn prinrwors owrds nvironmn compinc, soc so e poby of opeonsfrqunly incrss signicnly.35

th uks envirowis iniiiv, which wors o

impmn ssinb prcics in indsry,hs hpd bsinsss o sv 1 biion ndses , Wse s goo ese ofpln fcincy nd lil ffor cn yildcos svngs ncese pocvy. awse nson poge cn ofenc wse by 25 pe cen f o wseis 12 pr cn of urnovr his would dd 3pr cn o compny pros. Ws is ofnseen s veess b s ecycng/e-se

ve cn be ny es ge n ecos of is disposl. th orgnision lsosims h fcincy in wr sg, forxmpl, could sv indusry 10 million y. in e cen econoc envonen,s co ke e ffeence o nycompnis boom lins.36

uS hece soons pove, ascen,sw $138,000 n ssnby svngs nprnr hospils in 2008 lon. as pr ofh iniiiv, lndll ws ws rducd by2,150 ons nd supply coss fll by s muchs 27 pr cn. 37

SaSOl, Soh africs gin prochmicsgrop, is rdy rising svings cross is

mny oprions, nd hs r no conndo purly nncil spcs. th compny isnvesng on r100 on on pojecs w es n n nn econ ngrnhos gs missions of 760,000 ons.i s so ece we conspon s Secn fcy by ppoxey 18on es pe y. SaSOls consconbe o beng ne ovewnne of e insy, mnng n Powe

Seco cegoy of e 2009 depenof We affs Consevon n Weden mngeen Seco aws. Onop of logisics nd oprions svings, hrpion bns of ssinbiiy o hbusinss r subsnil.38

Givn hs gurs, i is hrdly surprising rc Gey of e Bs Pnnginses Feeon s, ive seen

gown en b cy e ess of copeensve wse . te nncsvngs e zng. W peope onese s e nnc bene of evenmods disciplins.39


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page 54 a rough guide to sustainability minimising media Waste

minimiSing media waSte

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ow pocsss o c ws. tsv sps w p os bscoss cop.

1 gather available information

2 identify opportunities and prioritise

3 make initial savings

4 measure savings

5 revieW to identify more savings

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resources that cannot be redesigned,reduced, reused or recycled should bedisposed of responsibly and, preferably,in a sustainable Way (e.g. biodegradable,non-fossil energy generation).


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minimising media Waste page 55

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page 56 a rough guide to sustainability sustainable media events

SuStainable media eventS

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measuring and proving performance the iso 14000 family40 page 57

meaSur ing and proving performance

the iSo 14000 fami ly 40

Susanably, howvr, s abou orhan was anagn alon, and h

inrnaonal Sandards Organsaon (iSO)has producd wo sandards ha for hfrawork of a fully functioning nvironntal

anagn sys (emS).

iSo 14004:2004 provids guidlins on hlnts of an emS, its iplntation, and

discusss principal issus involvd.

iSo 14001:2004 spcis h rquirns

for such an emS. Fullling ths rquirntsdands objcv vdnc whch can bauditd to donstrat that th nvironntal

anagn sys is opraing ffcivlyin conforiy o h sandard.

inrnally and xrnally, iSO 14001 canhlp your organsaon o a nubr

of objcivs, including:

- provdng assuranc ha you ar nconrol of h organsaonal procsssand aciviis ha hav an ipac on hnvironn;

- assuring ploys that thy ar working

for an nvronnally rsponsblorganisaion;

- provdng vdnc of nvronnal

activitis to xtrnal stakholdrs such ascustors, th counity and rgulatoryagncis;

- vidnc of coplianc with nvironntal

rgulaions;- suppor your organsaons clas and

counication about its own nvironntal

policis, plans and acions;- providing a frawor for donsraing

confory va supplrs dclaraons of

confority, assssnt of confority by anxtrnal stakholdr such as a businss

clint and for crtication of confority

by an indpndn cricaion body.

to nd ou or, visi:www.iso.org/iso/ho.h

ISO14004:2004

ISO14001:2004


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page 58 a rough guide to sustainability measuring and proving performance the iso 14000 family40


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track and benchmark the groWing trend page 59

track and benchmark

the growing trend

Onc yo copny s wokng owsssnbly, yo wll wn o s how

ffciv i is i compriso wih ohrs iyo nsy n lswh. a ng ofindexes have grown up over the past decade

o hlp compis o o his.

Blongng o n n offs nb ofbns, nclng h shng of goopcc, h ps of copon n,of cos, Pr oppons. mbshpof hs rporig sysms is o sy, b

i c py ivis.

mo hn hosn ognsons nowss ssnbly pos bs on hls gilis from o of hs iics h Globl rpong in (Gri). thsrprss 46 pr c icrs o 2007nbs. Whl sll n noy, hmbr of big brs procig rpors issgncn: 64 p cn of Gnys dax

30, 48 pr c of Frcs CaC 40, 22 prc of h uks FtSe 100 13 pr cof h uS S&P 500. th n s pwn n Swn ll s own copns now q o pblsh nnl Gri-bs ssnbly pos. Polcs lso n plc, o n h pocss of bngvlop, i dmr, norwy, Chi ohr coris o corg h p ofssibiliy rporig.41

indexeS include:

dow jons Susanably inxs povvic o ssibl ivsms o mthe growing market demand for professional,

objcv n lbl ssnblybnchks. to fn o o, vs:www.ssibiliy-ix.com

ftSe4goo inx Ss s hpfonc of copns h globally recognised corporate responsibility

sns, n o fcl nvsn nhos copns. to n o o, vs:www.fs.co/incs/FtSe4Goo_in_Sris/ix.jsp

gri povs ssnbly pongframework, developed through a consensus-

skng pocss wh pcpns wngloblly fo bsnss, cvl socy,lbo ognsons n pofssonlnsons. to fn o o, vs:www.globlrporig.org


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page 60 a rough guide to sustainability sustainable paper suppliers

SuStainable paper SupplierS

as w v scov, pp offs ogsos g

sgs b of ssbbs b s b. as lf ssb fos cp ps s o of lf w P,s s o f foss ssbg pp poc b sposbfcs.

a GOOd SOurCe OF inFOrmatiOn Onthe iSSueS SurrOundinG the uSe OF

PaPer in a SuStainaBle media mix CanBe FOund On the tWOSideS WeBSite,aVailaBle FrOm: WWW.tWOSideS.inFO

O co of o spps cs( pp o ss) w b bsp of o of ssbpog ogsos o ,sc s dow Jos Ssbis. ao w b cvg iSO 14001cco. F, o c so oo cops w CSr cvs ssb pos o fococ.

i o, cco bos v g s fos gs ssb s ss sg pp f o o os c s foo of ossb bsss cvs. Cco

ogsos c:

c Ss ass (CSa)42(C) s vop Cs

no S fo Ssb Fosmg. to f o o, vs:www.cs-o.og/

fs Sdshp cl (fSc)43(gob) bs ogsos oos, og pcfco, pppocs so o s co fo

w g socs c

s of sg g ogg b ofg coc. to o o, vs:www.fsc.og/

p es fsc ss (pefc)44(gob) s p,o-po, o-gov

ogso, wc poos ssb

g foss og p p cco. to o o, vs:www.pfc.og

Ss fs i (Sfi)45(C uSa) s p, o-poogso sposb fog, ovsg

povg ssb fos ccopog s o

cogs. to f o o, vs:www.spog.og


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sustainable paper suppliers page 61

paper iS not a choice in the media mix;

it iS the only SuStainable choice

two SideS iSSueS mailer


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page 62 a rough guide to sustainability sustainable paper suppliers

lf w P povs pspcv o ffc s of p , bgg

copg cs ss bs pccsfo sos o coco vsg pofssos. i offsqv ps of v of p , ss Spps pssofo p w g-coscos copsogo wo.

ig cpgs v pov c pov ss

fo bg bs. t S pm e aw, fo, gvscogo o os cpgs wc vo o pov o b ffcv, b v socv ffcvss b ggp os ffc w.

life with print

page 62 life With print


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sustainable paper suppliers page 63

ec dy, Spp vs s vus of busnssngnc, ngry, courg nd spd.

the pinciples of susainable developen aebrcd nd ingrd ino is bsinss.

Spp s words rgs producr ofcod ppr nd rusd g-quysuppr o gob dvrsng ndprooions indsry.

Spps xndd porfoo comprssmny dng cod nd uncod ppr

brnds, sc s algro, allgro, Cno, er,euroBuk, euroarPus, Furoso, Gr,hnnoar, ln, lusro envronmnOffse, magno, mcCoy, mega, Opus, Paade,

quao, royal, Soese, tauo, tepo andtrp Grn. W-known by mrcnsnd spcrs cross connn, yconsisenly povide he sufaces deanded

by quy-conscous producrs of nnurpors, books, brocurs, cndrs,

clogs, dirc il, gzins, lblsnd pckgng, promoon mr ndsionry.

as gob producr of pup ndppr, Spp rs on nurrsourcs for s grow. a srong

commmn o nvronmn proconnd susnb dvopmn s nsurdby sf, ffcn nd nvronmnysound procsss. a mrs Sppuss com from rsponsby-mngdforss nd r crid by inrnionlly-rcognisd sndrds.

to lrn or bo powr of prinprogrmm nd or Spp nvs

visi s .s.com or wri o s [email protected].

S f p euo

Sppi erop Sa154 Css d l hlp1170 BrsslsBlgitl +32 (0)2 676 9700Fx +32 (0)2 676 9665

S f p no amc

225 Frnklin Sr, 28 FloorBoson, ma 02110uSatl +1 800 882 4332Fx +1 617 423 5494

S f p Sou ac

48 asoff Sr

2001 BrfoninJonnsbrgSo africtl +27 (0)11 407 8111Fx +27 (0)11 339 8022

sappi page 63

http://en.Wikipedia.org/Wiki/sappi

softWa

retousetigtags

canbe

doWnloaded

freeofchargeat

http://

tigtags.c

om/getqr


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page 64 sources and suggested reading

SourceS and SuggeSted reading

hp://www.gobpog.og/nwsevsPss/lsPssrss/2009/Pssrs_14_Jy_2006_1000Grirpos.h(1)

hp://www.-ocs./ocf-02.h(2)

hp://www.b.og.z/wco.php?pg=2&pg=m&=11077(3)

hp://www.ppg.co/2009ws/11_06_2009pcgg_ssby.h(4)

hp://-x.op./lxuSv/s//oj/2004/_134/_1342004043001140240.pf(5)

hp://-x.op./lxuSv/s//oj/2004/_134/_1342004043000010113.pf(6)

hp://www.ogc.gov./ocs/vo_sss-f.pf(7)

hp://www.chg.og/s/1489/vw_bog/xcv_o_o_gov_ssby(8)

kooy, 2008 hp://h2ch.co/g-09-psos/joh-ooy/(9)

io egy agcy, Wo egy Bcs (2007 eo) hp://www..og/xbs/ppf/f/2007/ky_(10)

Ss_2007.pf

hp://www.woss.fo/ws.sp?nwsid=15(11)

hp://goog-bc.bogspo.co/2007/01/sv-3000-gws-y.h(12)

hp://w.wvc.co/x.php?opo=co_co&s=vw&=8&i=45(13)

hp://cos.og/(14)

hp://wsoo.cf.co/gs/10039/cbofoop2009.pf(15)

hp://p../chv/ss31_5.h(16)

hp://www.copso.co./cs/11-h-o-vo-coss-of-ps--c-v-s(17)

hp://www.gswo.co/ocs/obs_g_fso_11_09.pf(18)

hp://www.gswo.co/ocs/obs_g_fso_11_09.pf(19)

hp://c.op./vo/ws/f/25/c_4283_.h(20)

hp://www.fcboo.co/gpc.o?v=pp_6009294086#!/gop.php?g=311700724500(21)

hp://www.gpc.og/o/ws/fcboo-p-co190210(22)

hp://www.ppow./?p=798(23)

Oaa/B Scc(24)

hp://www.boso.co///cs/2009/06/19/pp_vs_cop_sc/(25)

hp://www.woss.fo/Co/wsPdF_18.pf(26)

hp://www.woss.fo/Co/wsPdF_19.pf(27)

Covso wh Js k 10/11/09(28)

hp://.wp.og/w/Cbo_s(29)hp://.wp.og/w/Cbo_s(30)

hp://cfs.c.gc.c/ws/473(31)

Foh assss rpo (ar4): mgo of C Chg (Wog Gop iii). io P o C Chg. pp. 549.(32)

r, Sv; . (Spb 2007). th ro fo Ssby mg Foss C Chg mgo. Jo of(33)

Fosy 105 (6): 31431

CePi Fcsh. Pp Cospo Vss Svg ts. www.cp.og(34)

hp://www.woss.fo/Co/csPdF_23.pf(35)

hp://www.vows.gov./(36)

hp://www.vo.co/2009/01/19/sc-pos-sgc-ssby-svgs/(37)

hp://www.ssos.vsopos.co/sso_s_2009/--gc/hghghs/(38)

hp://www.woss.fo/Co/csPdF_23.pf(39)

hp://www.so.og/so/so_cog/g_ss/so_9000_so_14000/so_14000_sss.h(40)

hp://www.gobpog.og/nwsevsPss/lsPssrss/2009/Pssrs_14_Jy_2006_1000Grirpos.h(41)hp://www.cs-o.og/poc_s/fos_pocs_g/f.sp?gg=gsh(42)

hp://www.fsc.og/(43)

hp://www.pfc.og//h/x.h(44)

hp://www.spog.og/x.php(45)


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