In the wake of the Government committing £350m to fuel a ‘green recovery’, the Independent Print Industry Association (IPIA) is urging brands and marketers to review print as part of their sustainability strategies.
IPIA CEO Marian Stefani said: "The national outcry recently at the demise of the Argos catalogue is a good illustration of how nostalgically brands are looking at print and it little reflects either the nation’s perception of sustainability or how much greener and much more effective print can be.”
Recent research by Essity reveals that 81% of consumers say sustainability and the environment are now more important because of Covid-19. The report reflected both the nation’s confusion over sustainability but also their willingness to understand how to be greener and prepared to pay more for it.
“People get it that paper and card are better for the environment,” said Stefani, but pointed out that. brands don’t seem to be aware of the quiet revolution that’s been going on in print.
The IPIA claims most of its members are already investing in technology that uses less energy, more environmentally friendly inks and FSC certified paper sources, and that consumers are seeking out products accredited by sustainability groups, trusting trust third party certifications such as the FSC.
“All we’re asking brands and marketers to do in this ‘green recovery’ is to revisit their perception of print,” said Stefani.
