Sustainable Communications How to make your messaging greener

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Sustainable CommunicationsHow to make your
messaging greener
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Speaker Introduction

• David Lenox - President, Signaltree Marketing
  Advertising
• David Lunati - Marketing Director, Monadnock
  Paper Mills
• Mark Flannery - Director of Environmental
  Affairs, Printing Industries of New England

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Overview

• Green design
• - Trends
• - Dispelling the Myths
• Selecting Suppliers and Vendors
• - The elements of Sustainable design
• - Navigating eco-noise
• - Printer initiatives
• Designing It Greener
• - In print/Packaging
• - Electronics
• - Workflow
• Avoiding the Greenwash
• Resources

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Sustainable Design TrendsGreen practices are
increasing

• Study of 326 graphic design, marketing and
  advertising professionals
• 88 believe incorporating greener practices are
  important
• 84 say use of green design practices are
  increasing
• They on average use of green design practices
  increased by 41 just last year

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Designing SustainabilityHow to do it

• Sustainable design is really all about
  efficiency

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Designing SustainabilityHow to do it

• Sustainable design is really all about
  efficiency
• Know the factors that impact sustainability

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Designing SustainabilityHow to do it

• Sustainable design is really all about
  efficiency
• Know the factors that impact sustainability
• Select and link the right suppliers

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Designing SustainabilityHow to do it

• Sustainable design is really all about
  efficiency
• Know the factors that impact sustainability
• Select and link the right suppliers
• Design to maximize the efficiency of your
  production/printing and distribution processes

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Common Myths AboutTaking A Greener Approach
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Common Myths AboutTaking A Greener Approach

• Its more expensive

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Common Myths AboutTaking A Greener Approach

• Its more expensive
• It takes longer

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Common Myths AboutTaking A Greener Approach

• Its more expensive
• It takes longer
• It has to be all or nothing

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Common Myths AboutTaking A Greener Approach

• Its more expensive
• It takes longer
• It has to be all or nothing
• Greener materials have less visual impact

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Common Myths AboutTaking A Greener Approach

• Its more expensive
• It takes longer
• It has to be all or nothing
• Greener materials have less visual impact
• My materials cant make that much of a difference

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Designing SustainablyCan sustainable design
really save resources?
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Designing SustainablyCan sustainable design
really save resources?

• Consider the impact of producing the average
• annual report

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Designing SustainablyCan sustainable design
really save resources?

• Consider the impact of producing the average
• annual report
• 3,300 lbs of solid waste not produced
• 56,089,000 BTUs of energy not consumed
• 22,900 lbs of wood not harvested
• 7,300 lbs of CO2 not produced
• 3,500 lbs of carbon emissions not released
• Source - Environmental defense fund paper
  calculator

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Sustainable Design
Navigating The Eco-Noise
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Factors That Impact Sustainability
Production Processes
Energy
Waste
Design
Materials And Sourcing
Emissions
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Factors That Impact Sustainability

• Is it renewable ?
• Is it clean ?
• Is it low impact ?
• Can we use less ?

• Coating options/impacts?
• Are inks sustainable and
• non-toxic?
• Is there a better printing
• process?

Production Processes
Energy

• Does the design
• minimize waste?
• Dual purpose use?
• Can it ship efficiently?
• Can it be easily
• recycled ?

• Is waste reclaimed?
• What is done with it once it is reclaimed?

Design
Waste

• Are raw materials
• sustainable?
• Responsibly sourced?
• Are they made from
• recycled materials?
• Can they be recycled efficiently?

Materials And Sourcing
Emissions

• What elements are
• emitted?
• How can emissions be
• reduced or eliminated?

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Eco-Symbols

• Flashback to the 1970s

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Navigating Eco-Noise

• Today

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Energy and Emissions

• Energy
• Direct Purchase
• Onsite Generation
• Renewable Energy Certificates
• Green-e
• Emissions
• Carbon Neutrality
• Carbon Offset Credits
• Verified Emissions Reduction

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Pulp Sourcing

• Standards Organizations
• - Sustainable Forestry Initiative (SFI)
• - Forest Stewardship Council (FSC)
• Others PEFC, CSA

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Paper Chemistry

• - Process Chlorine Free
• - Elemental Chlorine Free
• - Totally Chlorine Free
• - Chlorine Free Products Association
• - Green Seal

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Environmental Standards and Programs

• - ISO 14001 Certification
• EPA Programs
• The Green Power Partnership Program
• Climate Leaders Program

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How Do I know Its Really Sustainable?

• What to look for in a certifying organization . .
  .
• Meaningful and verifiable
• Consistent and clear
• Transparent
• Independent and protected from conflict of
  interest
• Ongoing surveillance/auditing to ensure
  continued compliance

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Sustainable Green Printing
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SGP Partnership Background

• SGP Partnership Mission
• To encourage and promote participation in the
  worldwide movement to reduce environmental impact
  and increase social responsibility of the print
  and graphic communications industry through
  sustainable green printing practices.

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SGP Partnership Background

• Sustainable Printing Definition
• The incorporation of green business practices
  that provide environmental stewardship and
  corporate social responsibility including
  protection of employee health and safety through
  the efficient use of renewable resources, energy,
  and recycling.

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SGP Partnership Background

• Establishing the SGP Pathway
• A registry system identifying Sustainable Green
  printers for print buyers is beneficial
• SGP Partnership will be an independent
  organization not tied to any one trade
  association
• Includes a set of clearly defined criteria
• Includes a third-party verification system for
  those printers who want to register
• Program development is transparent
• Input required from various Stakeholders

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SGP Partnership - Categories

• SGP Applicant
• Must meet minimum criteria
• One year time limit
• Not allowed to use SGP Logo
• Will be acknowledged on SGP web site
• SGP Printer
• Must meet identified criteria
• Allowed to use SGP Logo
• Subject to site specific verification

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Environmental Compliance Requirements
Hazardous Waste Management Air Emissions Wastewate
r Discharges Stormwater Discharges Other Federal
Requirements Other State Requirements
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Other Federal Programs

• Emergency Planning and Community Right to Know
  Act (EPCRA)
• Chemical Storage Reporting Requirements
• Tier II annual filings, due March 31
• Required if store chemicals over threshold
• Sulfuric Acid (1,000 pound threshold) is typical
  for large printers
• Toxics Release Inventory (TRI)
• 10,000 pounds otherwise used of listed chemicals
• Gylcol Ether Category is issue for some large
  lithographers
• EPA Risk Management Program

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Other State Environmental Programs

• Vermont Pollution Prevention Reporting
• Due March 31
• Different levels depending on chemical usage
• Massachusetts Toxics Use Reduction Program
• Only required if cross threshold
• Glycol Ether Category is possibility for large
  lithographers
• New Hampshire Air Toxics Program
• No deminimus
• Every Source must make compliance determination

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Health Safety Compliance Requirements
OSHA Recordkeeping Hazardous Communication Persona
l Protective Equipment Hearing
Conservation Lockout/Tagout Machine
Guarding Emergency Plans Fire Extinguisher
Training Powered Industrial Trucks
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Sustainability Management Systems
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Sustainability Management Systems

• Develop Sustainability Management System using
• Plan, Do, Check, Act (PDCA) Approach
• Environmental Management System (EMS) Model
• ISO 9000/14001 Model
• System must include the following
• Sustainability Policy
• Sustainability Committee
• Implementation Operation
• Management Review Participation

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Sustainability Management SystemContinuous
Improvement Cycle
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SGP Best Management Practices

• Mandatory Best Practices that look at the
  following
• Product
• Design
• Material Management
• Process
• Prepress, Press Postpress Activities
• General facility practices
• Reduce, Reuse, Recycle
• Inventory Management First In/First Out
• Envelope
• Building, Facility Grounds, Utilities, Shipping
  Activities

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Cleaning SolventsLow Vapor Pressure or VOC
Content
Low Vapor Pressure Liquid
Mineral Oil VP lt 0.5 mm Hg
High Vapor Pressure Liquid
Acetone VP 180 mm Hg
lt10 mmHg VP equivalent to 30 VOC
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Corrosivity/pH of Wastes
Some Digital Platemaking Developer
Analog Plate Chemistry
Fountain Solution
Distilled Water
Battery Acid
0
14
1 Strong Acids
4
6
7 Neutral
10
13 Strong Bases
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CTP with high pH Developer
Developer
Finisher
Developer pH ? 13.5
CTP Processor 1
Rinsewater
Holding Tank
pH Adjust Tank
Rinsewater
Discharged Directly to Sewer
pH ? 10
Discharged directly to sewer
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Social Aspects

• Equal Opportunity Employer
• Meet Child Labor, Wage/Hour and Immigration Law
  requirements
• Minimum Wage and Overtime Laws
• Use multi-lingual training for non-English
  speaking employees
• Promote your SGP status and Sustainability
  efforts on your web page or other marketing
  materials

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Sustainability Initiative Projects

• SGP requires one annual Sustainability Initiative
• Initiative must include the following
• Clear goal of project
• Employees/Positions involved in project
• Implementation Plan How you plan to do it
• Way to measure progress
• Documentation plan to track the project
• Project Examples
• Reduce Energy Usage by 15
• Reduce Solid Waste generated by 20
• Elimina

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Sustainability Initiative Projects

• Project Examples
• Reduce Energy Usage by 15
• Reduce Solid Waste generated by 20
• Reduce Water Usage by 20
• Eliminate Use of chemicals for treatment of
  grounds
• Implement Solvent Recovery System
• Etc.

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The SGP Audit

• Complete an EHS Compliance Audit
• Internal or external audit
• Complete any follow-up items from the audit in a
  timely manor
• Implement the SGP Best Management Practices
• Implement a Sustainability Management System
• Develop a Sustainability Project
• SGP Audit will be performed by independent SGP
  certified auditor

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Designing Greener
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Designing Greener Print

• Size matters

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Designing Greener Print

• Specify recycled or properly sourced virgin
• materials

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Designing Greener Print

• Specify uncoated versus coated paper

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Designing Greener Print

• Plan work to combine jobs

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Designing Greener Print

• Avoid bleeds

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Designing Greener Print

• Select Low VOC Inks
• Specify Veggie Based
• Specify Low VOC
• Avoid metallics and
• heavy metal rich pigments

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Designing Greener Print

• Work with your printers early and
• often
• Sizing
• Materials/sourcing
• Chemistry
• Finishes

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Packaging Greener
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Packaging Greener

• The EPA estimates that more than 30 of the
• non-industrial solid waste stream is packaging.

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Designing Greener Packaging

• Same guidelines as paper and then some.

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Designing Greener Packaging

• Make it smaller
• Smaller size also means smaller outer carton
  requirements
• Consumers now see over-packaged products as
  wasteful
• Smaller sizes also save on shipping

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Designing Greener Packaging

• Design it to last

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Designing Greener Packaging

• Design it to last or even
  serve another use

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Designing Greener Packaging

• Think inside the box
• Printing of warrant info and assembly
  instructions on inside
• Recycled pulp based molded inserts versus poly
  styrene
• Use similar base materials for packing and outer
  carton

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Designing Greener Packaging

• Consider shipping in your design

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Designing Greener Packaging

• The more voids inside, the more waste

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Designing Greener Packaging

• Pre-packs can save on materials and make it
  easier for customers to display products

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Marketing Greener

• Electronic Communications

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Marketing Greener

• Electronic Communications
• E-Newsletters

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Marketing Greener

• Electronic Communications
• E-Newsletters
• E-Press Releases and Kits

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Marketing Greener

• Electronic Communications
• E-Newsletters
• E-Press Releases and Kits
• E-mail Marketing

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Marketing Greener

• Electronic Communications
• E-Newsletters
• E-Press Releases and Kits
• E-mail Marketing
• E-Market Research

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Marketing Greener

• Electronic Communications
• E-Newsletters
• E-Press Releases and Kits
• E-mail Marketing
• E-Market Research
• Web Marketing

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Greener Work-flow

• Electronic Project Management Systems
• Electronic Proofing
• Reduce Travel
• Invite more feedback
• Can include project
• vendors

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Greener Work-flow

• Webinars
• Outbound Marketing
• Salesperson Training
• Customer Presentations

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Eco Ethics
Marketing Your Green Without The Greenwash
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Eco Ethics Avoiding The Greenwash Label

• Be specific
• Make sure you identify what your claim relates
  to
• Example recycled printed on a on a package
  might imply that the product is.or is it the
  package itself?
• Avoid generic claims without support
• Terms like Earth Safemean nothing without the
  substantiation to state what makes it earth
  safe

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Eco Ethics

• Dont Overstate
• Avoid making claims that overstate or imply
  excessive benefits
• Example Now with 50 more recycled content
• While technically accurate if recycled the
  content was increased from 1 to 2 it still
  isnt meaningful or honest.

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Eco Ethics

• Make Sure Comparative Claims Are
• When making comparative claims it is important to
  answer the question compared to what?
• Produces 40 fewer emissions is deceptive on
  its own
• Produces 40 fewer emissions than our regular
  product isnt

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Eco Ethics

• Avoid Making Smokescreen Claims
• One preferable component doesnt make the
  eco-case for a product
• Example Our new eco-friendly paint is
  petroleum-free sounds
• great but if the paint is lead-based, the
  petroleum-freeclaim is a
• smokescreen

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Eco Ethics

• Substantiate, Substantiate, Substantiate
• Have measurable provable and accurate data to
  back up any claim

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Resources

• Eco-Field Guide
• Educational guide to sustainable print
  packaging
• Topics
• Paper
• Printing
• Packaging
• Production
• Third Party Verification/Certification
• Energy and Emissions
• Greenwashing
• Over 100,000 copies in use today
• Also online at MPM.com

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Resources

• Links available at MPM.com

• Design Resources
• Alliance Graphique Internationale
• American Advertising Federation
• American Institute of Graphic Arts (AIGA)
• Art Directors Club NY
• Graphic Arts Guild
• Graphic Arts Technical Foundation
• Idea Alliance
• In Source
• International Council of Graphic Design
• Organizations
• National Association of Photoshop Users
• P3 Partnership In Print Production
• Print Access
• The Print Council
• Society of Graphic Design (Canada)
• Society of Illustrators
• Society For News Design
• Society of Publication Designers

• Packaging Resources
• Alliance for Beverage Cartons
• and the Environment
• Aseptic Packaging Council
• Composite Can Tube Institute
• Flexible Packaging Association
• Graphic Arts Technical Foundation
• Independent Carton Group
• Institute of Packaging Professionals
• Luxury Council
• National Paperbox Association
• Packaging Machinery Manufacturers Institute
• Paperboard Packaging Council
• Pro Carton
• Sustainable Packaging
• Women in Packaging

Sustainable Design AIGA Center For Sustainable
Design Design Can Change Design by Nature Design
It Greener Organic Design Operatives The
Sustainable Packaging Coalition
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Resources

• Links available at MPM.com

• Printing Resources
• Canadian Printing Industries Association
• Flexographic Technical Association
• Foil Stamping Embossing Association
• Graphic Arts Information Network (GAIN)
• Gravure Association of America
• International Association of Diecutting
  Diemaking
• International Prepress Association
• International Publishing Management Association
• International Reprographic Association
• National Association of Printing Ink
  Manufacturers
• National Association for Printing Leadership
• Printing Industries of America
• Printing Industries of New England
• Specialty Graphic Imaging Association
• The Waterless Printing Association

• Environmental / Forestry Resources
• American Forest Paper Association
• Forest Stewardship Council
• Institute of Paper Science and Technology
• NPTA Alliance
• New Hampshire Businesses for Social
  Responsibility
• Paper Industries Management Association
• RISI
• Sustainable Forestry Initiative
• Technical Association of the Pulp Paper
  Industry
• United States Environmental Protection Agency

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Thank You!

• QA