THIS figures out the greenest route for print
As an Advertising Agency based in Richmond Surrey we are very aware of the consequences of our everyday actions on the environment. Yet choosing an environmentally sound path isn’t as clear-cut as it seems. Take paper, for example.
We select paper stock for large (and small) volumes of print almost on a daily basis. These decisions have a dramatic impact on the environment. Decisions on which stock to use for direct mail, company literature and point-of-sale promotions. Decisions on finishing. Even decisions on whether to use paper-based media in the first place.
While recycled fiber is a key element of the traditional model for responsible consumption, we now know that improved management, in the wood production and pulp manufacturing processes, has a more fundamental importance. With recycled papers – the use of alternative fibers, chemical treatments and the resulting effluence – the net impact on the environment pales into insignificance when compared to the responsible purchasing of paper and board.
Certification: the way forward
One of the best ways to ensure that the stock we use is from a properly managed source is to use suppliers who abide by the Forestry Stewardship Council (FSC) Certification Scheme. The FSC scheme prevents habitat destruction, water pollution, displacement of indigenous peoples and violence against people and wildlife that often accompanies logging activities. In addition, the scheme places increased pressure on those companies that may still be supporting illegal, unsustainable, unverified logging activities. Just like other forest products, in order to use the FSC logo as an ‘environmental claim’ on paper, the product must have flowed through the FSC ‘chain-of-custody’ from the FSC-certified forest, to a paper manufacturer, merchant, and finally a printer, all of which have to be accredited and in possession of the appropriate FSC chain-of-custody certification.
Looking good and doing the right thing
There’s another good reason to use FSC approved suppliers, for the agency and for our clients: The FSC standard adds value to printed items by giving them a verifiable social and environmental quality. It’s a mark that is rapidly growing in acceptance as demonstrating the green credentials of a ‘caring’ company.
It’s not all tree hugs and kisses though. There has been criticism of the scheme in that it favours the larger printers who have the resources to deal with what smaller business would consider yet another administrative burden.
In response the FSC is now offering a streamlined route to certification for smaller companies. The FSC Chain of Custody Group Scheme, as it is known, provides smaller printers of up to 15 employees with the opportunity to obtain certification through a low cost assessment and certification programme. So far take up has been steady and these are early days. Soon, as with virtually all environmental issues, the uptake will gather speed. More on the FSC Chain of Custody Group Scheme can be found at printweek.com Further information on FSC certification can be found at http://www.fscus.org/faqs/what_is_certification.php
And so, whenever possible, we endeavour to use only those printers that have FSC certification. And where that’s not possible, we ensure the stock used is from a reputable paper manufacturer. We believe the resulting increase in cost is slight compared with the positive affect on the environment.
“In order to use any FSC trademarks, including the FSC logo, initials ‘FSC’, or phrase ‘Forest Stewardship Council’ on a printed piece, the printer must have chain-of-custody certification. Without this certification, no claims can be printed regarding the FSC-certified content of the paper.”
Source: Forestry Stewardship Council website
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