As regulations tighten and end-user expectations change, sign-makers are looking for practical ways to reduce and mitigate their negative impact on the environment.
To understand sustainability in the sign industry, what’s really changing and how the industry can adapt, we spoke to Steve Lister, a leading sustainability consultant with over 20 years of experience helping brands and manufacturers embed sustainable practices into everyday operations.
“The conversation has shifted,” says Steve. “Clients are asking about sustainability up front, and sign-makers need to be ready with smart, honest answers.”
Following the big brands
One of the clearest drivers of change, according to Steve, is the influence of global brands. “Wherever those global retailers go with their sustainability, the rest of the world does follow,” he says. Whether it’s supermarkets, sporting events, or retail chains, these major players are setting new benchmarks that ripple down the supply chain.
And it’s not just about following trends; it’s about staying ahead of them. “If you’re out and about, look at the materials being used in shopfronts, stadiums, or exhibitions. Those choices are the future, and they will shape what your clients expect from you tomorrow,” Steve explains.
“If you align your practices now, you’ll be ready when local councils or clients start asking tougher sustainability questions — and they will.”
The need for material knowledge
One of the biggest knowledge gaps Steve sees in the industry is around materials and the information (or lack of it) that accompanies them.
“Too often, products are just labelled ‘eco’ or ‘green’ without explanation,” he says. “That doesn’t help anyone.”
Sign-makers need to understand what makes a material more sustainable; is it lighter? Less wasteful to produce? Easier to recycle? The solution, Steve says, is simple: talk to your suppliers.
“Collaborate more than you’ve ever done before. They know the technical details and that’s where you’ll find answers your clients can trust.”
The other big gap is training
For small to mid-sized sign businesses, knowing where to begin with sustainability can be daunting. That’s why Steve advocates for accessible training and peer learning.
“Look for your local sign association, attend a webinar, join a panel discussion. Training doesn’t have to be formal. It’s about sharing knowledge and building confidence,” he says.
This is especially important when trialling new materials. “People worry about how a new product will perform, and rightly so,” Steve explains. “That’s why you need to test and learn internally before rolling things out.”
“Be a hub of innovation. Try new things quietly. Once you’ve proven it works, you can confidently offer it to your customers.”
Waste hiding in plain sight
The issue of packaging is another area ripe for reform, but also one of the most delicate.
“You can’t just send a premium sign wrapped in brown paper and string. But equally, mountains of bubble wrap and polystyrene aren’t the answer.”
He recommends fibre-based wraps, paper tapes, honeycomb cardboard, and even reusing shredded delivery boxes for outgoing shipments.
And again, the legal pressure is building. “Packaging legislation is tightening fast in the UK and Europe. If you’re not reviewing your packaging now, you’ll be forced to soon.”
Aluminium: The Long-Life, Recyclable Choice
Sign Trade Supplies’ range of aluminium products aligns well with Steve’s take on durable materials.
“Aluminium and steel might have a high carbon footprint to produce, but they last. These are not throwaway materials,” he says. “And when they reach the end of their life, they’re infinitely recyclable. That’s a sustainability story that holds up.”
He adds that about 97% of all steel ever made is still in circulation, which underscores the value of choosing durable, high-reuse materials.
From skips to circular design
The industry is already more circular than it thinks, Steve says. “A lot of sign makers reuse trays, LED systems, even brackets, often because it saves money.”
But now is the time to formalise that thinking. “Design for disassembly” — using fewer adhesives and more modular fittings — allows parts to be reused or recycled more easily.
“If you’re not doing it, your competitors will be. And with rising skip costs and environmental compliance, the economics will push you there anyway.”
Logistics: Smarter, Lighter, Better
Transporting signs, especially large-format and temporary signage, is another key area. Fuel costs, emissions and vehicle wear all add up.
“Lightweighting materials is an easy win,” says Steve. “So is smarter pallet packing and better route planning. One company I worked with saved a fortune just by mapping their delivery routes more efficiently.”
While long-haul electric transport is still a challenge, Steve says short-term gains can be made now through planning and design.
Sustainability in the sign industry – Avoid the pitfall of greenwashing
One of the biggest risks for sign makers is saying the wrong thing about sustainability.
“Words like ‘eco’ and ‘green’ don’t mean anything unless you can prove it,” Steve warns.
With the EU’s Green Claims Directive introducing hefty fines for misleading environmental claims, Steve urges businesses to be honest and specific, using facts from trusted supply chain partners and product data sheets.
“If you make it up and get caught, the penalties are real — and already happening.”
A Look Ahead: What’s Changing Fastest?
Looking five years out, Steve sees the fastest changes coming in temporary signage and internal displays.
“We’re already seeing waterproof cardboard and fibre-based materials replacing plastic,” he says. “Internal signage will probably evolve faster than anything else, especially in retail and events.”
Permanent signage, he predicts, will see steady improvements in LED efficiency and material lifespan, rather than dramatic shifts.
But across the board, sustainability is here to stay. And for sign-makers that means making smarter choices now that will stand up to scrutiny tomorrow.
See Sign Trade Supplies’ Environmental Policy here – https://signtradesupplies.co.uk/pages/environmental-policy
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