Print Marketing Revealed as Good for the Environment
It’s not every day you hear that print marketing is an environmentally friendly form of advertising. For those attending the Revive, Breaking Sustainability Myths discussion organized by the Graphic Communications Management class at Ryerson University, this was a topic that they quickly became more familiar with.
Production and History
As many of us know from science class, paper is created using plant fibres and wood pulp, and can be recycled and reused. The earliest known producers of paper were the Ancient Egyptians. Since that time, the production of paper has spread to several countries and has grown in leaps and bounds over the years due to popular demand. Now, in 2015, we have the ability to choose from hundreds of varieties of paper, all produced with unique purposes in mind.
Impact on the Environment
Despite efforts to limit the production of paper, research presented by panelist Phil Riebel, revealed that over 70% of the population prefers to communicate with paper, through marketing, advertising, writing, and so forth. Carol Ramsay, another panelist who attended, shared that, “paper is not only a responsible choice, but one that elevates brands and marketing campaigns, and when combined with digital communications it increases response rates.” Monika Patel who is the acting Director of Programs and Communications at the Forest Stewardship Council, further approved the use of paper products as she stated that, “trees are a renewable resource that can be planted again, once cut down.”
The next time you market a product or service, utilize both print-based and digital materials to connect with your audience. Paper-based communications is not the “beast” that people believe it to be, as long as we use these resources responsibly.
Stay tuned in the coming weeks to our series on Rediscovering Paper & Print!