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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

    W cocp s o w, s bovsow c s b

    g ov. B s ssb scs vo, p g ssgs gg q. W s ssb ow os ffc g b?W s s o poc, pbc, bsss gs?

    ts o qsos, bcsssb s p bcog bssscss. ispcv of bfs o cbo

    ssos gob wg, cops

    wg o o bsss w gowgg of o ogsos coss

    v o wo ows ssb bssspccs. i s bcog bsc opo .

    B ow os s ffc ?S f pocs svcs ssb, cocs oo so b v? t sw o s sos sog o, so fo sspos gos sg o of

    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?

    ls vc ss wcoog o c s cbo ssos.

    ts b s o b g fo ofspo, b f w oo p, w s o ssb.

    mfc of vcs w coogg q s wc cob p s. Fg cosssco b g o v so g poco pocss. t s offc co p o g

    sv fo w vcs ccbo ssos. W s so oo -of-f spos, popc s wo v o socs vos.

    ev f fc s ssb, o fcos o cos f vc s

    wo s o b cos ssb. i , fo p, pp, s cogs s fo po os ofg bocs s s wv bg pc, s w g fo o g cvs.

    mk sh s lvl s,s ss s s

    .

    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

    Ssb s s o o pbc coscosss 1970s,

    b s sg ws g v bpo coogc wss. a , o css spg spocoss focs bsss o ofc s of coos. i so csss o cooco of w s fcg ss w s. Bssssoc foowg s pcp ow o s fw socs, c coss g copv g. if svgs co b

    s sg of poco fcc, w o sw?

    ts sg coc w so coos w wo o s fov. as w ppoc 1990s, s ws cob w gowgwss bg of foss fsws sg g os of cbo o osp, w po csopc

    ffcs o gob c.

    So ogsos bg o o p socs wsg f co b po ofc. i cocs s, fop, so fow g copsbg o oo s w ow poco. ts poo vow o g v o oof ccs s copos.

    rcg s os s ,

    s gc, pp o off wof soc svgs. ecoc copos,

    owv, fo osfo wc copp, zc, , go sv o pcos s c. Copp o of v g cos bo 4 p c of copp vog of copp s 250g of o,ps ccs o c .u, vs os of w sv o b ov, cs opoc vcs w s o

    v f.

    Fo , cops bg o oo vsg of pocs fcc, fo ws o fcg, fo gs o spoo, fo pcgg o-of-f spos. now, ssbcosos go o v g v,oog g s o o of poc, b so os sss

    op w . af , s po cg poc s socfc f ps o os soc sv. Ssb bssss osc cocp copsss spcs of poco, cospo,g spos.

    f h s hs, s,ls d ss hv dsd w

    s ss.

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    page 11

    aB

    C

    d

    e

    F

    G

    h

    i2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

    2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

    2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

    2 2 2 2 2 2 2 2 2 2 2 2

    2 2 2 2 2 2 2 2 2 2

    2 2 2 2 2 2 2 2

    2 2 2 2 2 2

    2 2 2 2

    2 2

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

    policy and regulation aS the driver

    m pofssos o ow owssb s ffcg cocos

    bsss, bssss wofo. Govs copoos ow spps ssb s, sspps s spp cs s ssb. ts s cops spp cops , , spp govs copoosv o pov ssb oo.

    i ss, ss sss s h d sss v

    s sss.t wg s o w.

    ts ssb cow ffc spp cs s c Pcggdgs sv:- wss of ssb sss os

    ob bw 2007 2008;- 2009 90 p c of spos po

    ssb ws ow coso

    pcgg sg;- Copoos g , w W

    Poc & Gb s js wocops g sogssb cs fospps.4

    t Spp BG aw cbs pow of p o gg cs w

    gf css. ts cco cogzs o w o wo s p o ocg vs of .

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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 ofGover

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