Meeting clients demand for eco credentials

Sustainability is becoming more relevant in walks of life, so much so that demand for it is almost standard. Yet though clients may wish to be greener, they may not understand how. Image Reports spoke with Samantha Overton, managing director of Zebra Print Group, to explain how to navigate this tricky topic.

Clients are asking more informed questions about environmental impact and increasingly expect their print partners to provide credible, transparent answers. For printers, particularly those operating in signage and large-format production, this shift presents both a challenge and an opportunity.

The challenge lies in the complexity, as sustainability in print is rarely black and white. It’s a balance of materials, processes, logistics and end-of-life considerations, each with its own trade-offs. The opportunity, however, is significant – printers who can confidently guide clients through this landscape, offering informed recommendations without overpromising, are positioning themselves as trusted partners rather than transactional suppliers.

Moving beyond buzzwords

One of the biggest hurdles in meeting demand for eco credentials is cutting through the noise. Terms like ‘eco-friendly’, ‘green’ and ‘sustainable’
are widely used, but often poorly defined, meaning clients may arrive with expectations shaped by marketing claims rather than practical realities.

For printers, this means taking on an advisory role and translating broad sustainability ambitions into tangible, achievable specifications. That might involve explaining the difference between recycled and FSC-certified stocks, outlining the environmental implications of different ink technologies, or clarifying what can and cannot be recycled once a job is complete.

Crucially, it also means being honest about limitations. Not every product can be made fully sustainable, particularly in signage where durability, weather resistance and longevity are key requirements. Rather than defaulting to blanket claims, the focus should be on incremental improvements and clear communication.

Sustainable substrates

Material choice is often the first area clients look to when seeking more sustainable print solutions. In recent years, the range of environmentally conscious substrates has expanded significantly, particularly in the signage sector.

Recycled papers and boards remain an strong starting point for indoor applications, offering reduced reliance on virgin fibres while maintaining good print performance. FSC or PEFC-certified materials provide an alternative route, ensuring that virgin fibres are sourced from responsibly managed forests.

For large-format and signage, the conversation becomes more nuanced. PVC has long been a staple due to its durability and versatility, but it presents environmental challenges in both production and disposal. As a result, there has been a growing shift towards PVC-free alternatives, including polypropylene-based materials and polyester films.

While these can offer improved environmental credentials, they are not without compromise. Some may have shorter lifespans or different handling characteristics, which can impact installation or performance in certain environments. This is where the printer’s expertise becomes critical, matching the right material to the application, rather than simply defaulting to the ‘greenest’ option on paper.

Ink technologies

Ink selection is another key consideration, particularly in signage where vibrant colour and durability are essential. Water-based and latex inks have gained significant traction as more environmentally conscious alternatives to traditional solvent inks.

Latex inks, for example, are water-based and generally produce fewer volatile organic compounds (VOCs), making them more suitable for indoor environments such as retail spaces,  offices and healthcare settings. They also offer strong adhesion across a wide range of substrates, making them a versatile option for many applications.

UV-curable inks, while not always positioned as ‘eco’ in the traditional sense, also have advantages. They cure instantly under UV light, reducing energy consumption during drying and enabling efficient production workflows. In many cases, the choice of ink is less about finding a perfect solution and more about understanding the trade-offs and selecting the most appropriate option for the job.

Finishes and laminates

Finishing is often overlooked in sustainability discussions, yet it can significantly affect a product’s overall environmental profile. Laminates, in particular, can complicate recycling by combining different materials into a single composite.

Where possible, specifying mono-material solutions, where the substrate and laminate are made from the same type of plastic, can improve recyclability. Alternatively, for short-term applications, it may be possible to eliminate lamination altogether, particularly when using durable inks.

There is also growing interest in biodegradable or compostable laminates, though these are still evolving and may not yet be suitable for all applications. Again, the key is to align the finish with the intended use and lifespan of the product, avoiding unnecessary complexity where it isn’t
required.

Avoiding greenwashing

For printers, this is a critical area to navigate carefully.

Clients are becoming more discerning and, in many cases, more sceptical. They are asking for certifications, lifecycle data and clear explanations of environmental impact. Printers who rely on generic claims risk undermining trust, even if their intentions are positive.

A more effective approach is to focus on transparency, which might involve clearly stating what a product is made from, where it is sourced, and how it can be disposed of at the end of life. It could also include sharing accreditations such as ISO 14001 or FSC certification, where relevant.

Importantly, it’s about avoiding absolutes – few print products are entirely sustainable, and positioning them as such can be misleading. Instead, framing solutions in terms of ‘reduced impact’ or ‘more sustainable alternatives’ provides a more accurate and credible narrative.

Educating clients

Many clients may have high-level targets, such as reducing carbon footprint or improving recyclability, but lack the technical knowledge to translate
these into print specifications.

This presents an opportunity for printers to add real value. By asking the right questions, such as ‘Where will this be used?’, ‘For how long?’, ‘What
happens after use?’ Printers can guide clients towards more considered decisions.

In signage, for example, a short-term promotional display may not require the same level of durability as a long-term outdoor installation. By tailoring materials and finishes accordingly, it’s possible to reduce environmental impact without compromising performance.

Over time, this consultative approach can evolve into longer-term partnerships, where printers are involved earlier in the planning process, helping
clients embed sustainability into their broader marketing and operational strategies.

The reality of cost

While some eco-friendly materials and processes are now cost-competitive, others still carry a premium, and for clients operating within tight budgets, this can be a barrier. The role of the printer is not to ignore this reality, but to navigate it.

This might involve presenting a range of options, from entry-level improvements such as switching to certified paper stocks to more advanced solutions for clients with greater flexibility.

It can also involve reframing the conversation – sustainability is not always about spending more; in some cases, it can lead to efficiencies. For example, designing for reuse, reducing material waste through smarter layouts, or selecting more durable solutions that extend product lifespan can all contribute to both environmental and financial savings.

Ultimately, it’s about aligning sustainability goals with commercial realities, ensuring that recommendations are both responsible and achievable.

What’s next?

As sustainability continues to shape the print industry, the role of the printer is evolving.

It’s no longer just about production, it’s about partnership, guidance and shared responsibility. For signage providers in particular, where materials, scale and application add layers of complexity, this evolution is especially pronounced. Clients are looking for expertise, not just output, and want reassurance that their choices are informed, credible and aligned with their wider environmental commitments.

Meeting this demand requires ongoing learning, investment and, above all, a willingness to engage in honest, informed conversations. There is no single solution to sustainable print, but by focusing on transparency, practicality and collaboration, printers can play a central role in driving meaningful progress.

In doing so, they not only meet client expectations; they help shape them.