I’d like to know what you think. Would you pay more to go green?
- The forest products industry plants more than 1.7 million trees per day.
- For every tree that is harvested, several more are planted or naturally regenerated.
- We have about the same amount of forests as we did 100 years ago. If we did not use these forests for tree production commercial land would be used for development, which would shrink our forests.
- Direct response advertising still holds the best response rating.
- Printed material demands more attention than digital material because we use more of our senses in the experience of touching and reading instead of reading alone.
So a better question might be: Do you trust the validity and worth of newer sustainable printing methods enough to pay more?
My very personal preference is to brand your company using both digital and printing methods.
I’m old-school. I like the experience of holding a brochure or even more so, a book. I love the smell of the ink, the weight of the book in my hands, the delicacy of the thin, perfectly – cut pages, and the privacy of reading a book, of knowing that no one else in the world is reading this book at thismoment.
There is a certain romance in printed materials.
That said, there is nothing romantic about toxic and hazardous chemicals and environmental damage.
Thankfully, there are better and better alternatives to traditional printing and it doesn’t necessarily mean additional cost. You can off-set the cost of soy-based inks and recycled paper by reducing the size of your printed piece, watching ink-coverage, paying attention to the positioning on press sheets, consider digital printing instead of traditional plate printing.
I urge you to ask questions — ask your marketing exec., graphic designer or printer for more sustainable methods. The more you ask, the higher the demand and the higher the resolve.
Here is a great check list that might serve as the impetus to greener advertising:
So, with all of this in mind, are you comfortable with progressive green printing methods (enough to pay a bit more if necessary) or are you more at ease with paying less for traditional printing methods?