The session, moderated by FuturePrint’s Elena Knight, brought together experts from across the print value chain to address the industry’s sustainability challenges. The panel included Mathew Rogerson of The Pack Scout, Jeff Freeman of Cimpress, Carlos Lahoz from HP Industrial Print, Stefan Casey of io.tt, and sustainability consultant Steve Lister. The central question was not whether print can be sustainable, but how the industry can prove, align on, and effectively communicate its sustainability efforts.
Defining Sustainability
A core issue is the lack of consensus on what sustainability means. Rogerson referenced the 1987 UN Brundtland Commission’s definition—“meeting the needs of the present without compromising the ability of future generations to meet their own needs”—as a starting point. While elegant, this definition lacks operational clarity. Freeman highlighted the complexity of sustainability in a global context, where priorities vary by region. For Cimpress, sustainability focuses on three pillars: responsible forestry, plastics reduction, and carbon footprint. However, these priorities shift depending on local regulations and environmental concerns, illustrating that a one-size-fits-all approach is insufficient.
Misalignment and Data Challenges
Casey identified the lack of clean, consistent data as a significant barrier to sustainability efforts. “Bad data in, bad data out,” he noted, emphasizing the need for a unified language to measure and report sustainability. Lister added that the industry has evolved from self-regulated Corporate Social Responsibility (CSR) to broader Environmental, Social, and Governance (ESG) frameworks. This shift has expanded the scope of suppliers’ responsibilities, creating confusion. Public communication of sustainability is also problematic, with terms like “eco-friendly” and “carbon neutral” often vague and misleading. The EU’s Green Claims Directive seeks to standardize sustainability communication, but challenges remain, such as the fact that some biodegradable materials take centuries to decompose.
Cost and Value of Sustainability
A reassuring point was that sustainable choices do not necessarily come at a higher cost. Lister cited research showing that 80% of sustainable alternatives in the point-of-sale sector are already at price parity or better. Lahoz supported this, noting that HP’s technologies enable more efficient production, reducing energy consumption and waste. Sustainability, he argued, is about delivering more value with fewer resources. Nonetheless, brands often focus on cost as the primary metric, which Rogerson described as treating the symptom rather than the underlying disease of misalignment across procurement, marketing, and compliance teams.
The Cascade of Misalignment
Misalignment manifests in various ways across the industry. Designers may create briefs without considering sustainability, marketers prioritize speed and volume, and compliance teams struggle to meet regulatory requirements. Consumers, meanwhile, are overwhelmed with conflicting messages, leading to a “value-action gap” where they express a desire for sustainable products but fail to act on it due to mistrust or confusion. This has given rise to “greenhushing,” where companies avoid making sustainability claims for fear of regulatory or reputational risks. Freeman suggested that artificial intelligence (AI) could bridge this gap by providing consumers with instant, contextual sustainability information at the point of purchase, rewarding brands that invest in trustworthy data infrastructure.
The Role of Design
Design emerged as a critical factor in sustainability. Lister echoed the Ellen MacArthur Foundation’s assertion that 80% of a product’s environmental impact is determined at the design stage. Poor design choices, such as laminated materials or unrecyclable packaging, can undermine sustainability efforts. However, design requires time and upstream alignment, which are often lacking due to short-term focus. Rogerson lamented that companies often fail to invest in upstream alignment, leading to downstream costs and inefficiencies.
Measuring Impact
Accurate measurement of sustainability impact is essential for progress. Lahoz emphasized that companies must measure before they can improve, but many lack reliable data or systems to interpret it effectively. Casey warned that data collection alone is insufficient; transparency, ethics, and action are equally important. This is where the Sustainable Print Manifesto comes into play.
The Sustainable Print Manifesto
The Sustainable Print Manifesto, launched in draft form at a FuturePrint event in April, seeks to define what a sustainable print product looks like. It is not a certification or PR exercise but a voluntary, evolving framework aimed at fostering alignment across the print value chain. Lahoz described it as a shared language that allows clear expectations when requesting or offering sustainable print solutions. The manifesto invites contributions from across the industry and aims to accelerate innovation by creating a common understanding of sustainability principles.
Shared Responsibility
The panel grappled with the question of who bears the responsibility for driving sustainability—consumers, brands, or governments. Most agreed that it is a shared responsibility, but industry and government must take the lead. Consumers cannot be expected to navigate complex supply chains or measure carbon impacts. Lahoz stressed the need to make sustainable choices easy for consumers, highlighting the challenge of simplifying complexity without compromising transparency.
A Fragile Opportunity
The print industry is at a critical juncture. It has the tools, talent, and a relatively strong track record in recyclability and material use compared to other media. However, it lacks cohesion. The Sustainable Print Manifesto and the involvement of major players across the industry signal a genuine appetite for change. But time is short. As Casey concluded, “If we don’t get it right this time, it might be the last time.” The industry must act now to align on sustainability goals, improve data infrastructure, and communicate transparently, ensuring a sustainable future for print.
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