The consumer is king – and the king simply doesn’t care enough about the environment.
Until a complete revolution in the minds and behaviour of the consumer takes place, the environment will continue to be a fashionable marketing asset rather than a genuine care.
You see the thing is; economic prosperity and environmental sustainability are not likely bedfellows. At least they aren’t yet.
Since I wrote my first rant on the environmental issue - I have been monitoring progress, or lack of it, from afar. And not a lot is happening in my opinion – apart from confusion and contradiction.
And nothing else will be happening for the foreseeable future.
Why is that?
The global financial system is going through a meltdown and this, in my opinion is going to stall progress on this important area within the printing industry. Print is such a bad polluter – yes, yes, yes I have heard it all before. But I think green issues are not as important as the brutal business issues.
So leave the printer alone! He/She is only trying to earn a living…
I hear you say “Being a green printer can be a great differentiator…it can help you make money!” – I think people are looking to save money at the moment, aren’t they? The focus is on preservation of margins, business and custom. At least for the next 12 months.
The Global Graphic Printing market, according to the FESPA/Infotrends World Wide Survey is worth 56 Billion euros and employs over a quarter of a million people. This contribution to commerce, wealth and prosperity, far outweighs the damage done to the environment. That is a far more basic need. If we do not have work, wealth and health, how can we deliver any value back to humanity?
As an industry, it is not our fault that we pollute. It is not our responsibility to save the planet. We exist because there is a need. Humans further up the supply chain want print. Thankfully.
Since the invention of the printing press, the need to communicate has far exceeded any concerns of the damage that the process may incur.
Print continues to generate communication value for marketers and business value for printers. And it is proven.
And what industry is truly leading the way anyway? Apparently, the construction industry is doing some great things – wealthy people who want an environmentally friendly existence can do so by paying more to feel better about the way they conduct their lives – this has impacted on the building market and products have been created to cater for this need. So it works because there is a need. For those who have enough money to be able to be properly green.
For the majority of society, motivated more by survival (further down the maslow hierarchy of needs) and desire for the protection of a nice lifestyle – going green is not a priority I fear. Actually, they don’t have the time, knowledge or inclination in today’s super fast world.
The need is not strong enough and the benefits not evident enough. We are awfully selfish aren’t we? We ask ourselves, “What is in it for me?” I just don’t think climate change and pollution seem to affect us enough directly. As soon as it does, I would imagine print starts to move towards a tipping point along with other industries.
According to the World Wide Survey - on a scale of 1 to 5 respondents rated environmental concerns as 2.6. Just over 50% and only 2.4 said that print buyers were requesting recyclable media. Not very compelling is it?
Back home, in the UK, in the area of which FESPA HQ is located (which is approximately 2 miles from where I live incidentally) the facilities for recycling are dreadful. And they are dreadful because there is no demand. No-one really cares. Until we reach the tipping point where the consumer demand dictates the need – this will not change.
Let’s try to focus on staying in business and delivering what our customers want. There is too much “Greenwash” and companies trying to make capital out of sustainability in our politically correct world.
Putting food on the table is our priority right now. And best of luck to you all there!
Let’s save the planet another day….when the king decides it is important enough
You see the thing is; economic prosperity and environmental sustainability are not likely bedfellows. At least they aren’t yet.
Since I wrote my first rant on the environmental issue - I have been monitoring progress, or lack of it, from afar. And not a lot is happening in my opinion – apart from confusion and contradiction.
And nothing else will be happening for the foreseeable future.
Why is that?
The global financial system is going through a meltdown and this, in my opinion is going to stall progress on this important area within the printing industry. Print is such a bad polluter – yes, yes, yes I have heard it all before. But I think green issues are not as important as the brutal business issues.
So leave the printer alone! He/She is only trying to earn a living…
I hear you say “Being a green printer can be a great differentiator…it can help you make money!” – I think people are looking to save money at the moment, aren’t they? The focus is on preservation of margins, business and custom. At least for the next 12 months.
The Global Graphic Printing market, according to the FESPA/Infotrends World Wide Survey is worth 56 Billion euros and employs over a quarter of a million people. This contribution to commerce, wealth and prosperity, far outweighs the damage done to the environment. That is a far more basic need. If we do not have work, wealth and health, how can we deliver any value back to humanity?
As an industry, it is not our fault that we pollute. It is not our responsibility to save the planet. We exist because there is a need. Humans further up the supply chain want print. Thankfully.
Since the invention of the printing press, the need to communicate has far exceeded any concerns of the damage that the process may incur.
Print continues to generate communication value for marketers and business value for printers. And it is proven.
And what industry is truly leading the way anyway? Apparently, the construction industry is doing some great things – wealthy people who want an environmentally friendly existence can do so by paying more to feel better about the way they conduct their lives – this has impacted on the building market and products have been created to cater for this need. So it works because there is a need. For those who have enough money to be able to be properly green.
For the majority of society, motivated more by survival (further down the maslow hierarchy of needs) and desire for the protection of a nice lifestyle – going green is not a priority I fear. Actually, they don’t have the time, knowledge or inclination in today’s super fast world.
The need is not strong enough and the benefits not evident enough. We are awfully selfish aren’t we? We ask ourselves, “What is in it for me?” I just don’t think climate change and pollution seem to affect us enough directly. As soon as it does, I would imagine print starts to move towards a tipping point along with other industries.
According to the World Wide Survey - on a scale of 1 to 5 respondents rated environmental concerns as 2.6. Just over 50% and only 2.4 said that print buyers were requesting recyclable media. Not very compelling is it?
Back home, in the UK, in the area of which FESPA HQ is located (which is approximately 2 miles from where I live incidentally) the facilities for recycling are dreadful. And they are dreadful because there is no demand. No-one really cares. Until we reach the tipping point where the consumer demand dictates the need – this will not change.
Let’s try to focus on staying in business and delivering what our customers want. There is too much “Greenwash” and companies trying to make capital out of sustainability in our politically correct world.
Putting food on the table is our priority right now. And best of luck to you all there!
Let’s save the planet another day….when the king decides it is important enough
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London Street Markets Walk
February 28, 2011 at 11am to March 8, 2012 at 2pm – London
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