Speaking to Jack Gocher at the IPIA Recognising Excellence networking event, Lucy Klinkenberg outlined the strategic roadmap for Print Green, an initiative designed to equip the industry with the data needed to challenge misconceptions about print sustainability.
Lucy, who is the Group ESG Director at Paragon, explained that the project was set up by the print industry to tackle a vital communication gap. She pointed out that although the sector has strong environmental credentials, it has traditionally been less successful at conveying these stories than the advertising industry.
The initiative is backed by a coalition of founding members including the IPIA, Paragon, the BPIF, Two Sides, SMP, and Webmart. Its main aim is to provide a central resource for printers, brands, and agencies to access verified content and tools that support the decision to include print in the media mix.
This currently includes an online calculator that enables users to calculate the carbon footprint of a specific campaign or print item free of charge.
Watch the full interview here…
New metrics for ROI
A key development for the platform is an upcoming integration with JICmail to combine sustainability data with commercial performance metrics. Lucy highlighted that by layering carbon data over JICmail’s engagement statistics, the industry can measure the carbon investment needed for engagement rates compared to other channels.
This approach enables a comparison of the carbon per result with digital or TV advertising, offering a more compelling narrative than examining the carbon cost of delivery in isolation.
Focus on carbon literacy
Looking ahead to next year, the initiative will concentrate on education. Lucy confirmed plans to develop carbon literacy training specifically for smaller printers to ensure they are confident discussing the subject. This training will also be aimed at brands and agencies to help integrate sustainability into the creative process at the outset of campaign design.
The ultimate aim is to change the public perception that print is inherently harmful to the environment by enabling clients to communicate the sustainability of the medium to the end consumer.