The Truth Behind Cherries, Chocolates, Frogs, Parrots & Paper “It’s Okay to Print” Mac Papers Wayne Dennis
April 21-22, 2010 San Antonio, TX
it’s okay to print
it’s okay to print
objective
Green Gone Wild
it’s okay to print
• Perceptions • Alternatives • R eality
greenie meanie facts
drawings
perception
perception
1936 Peruvian Walnut bodied Rolls Royce Wrait
perception
perception
perception • Cherries, Chocolates, Frogs, Parrots, Paper • Green Gone Wild – A fad or Fixture? – What is fact, what is fiction • Electronic Media – Is it really the poster child?
greenie meanie facts Who uses the most fossil fuels for production Paper Industry or Electronics Industry • --Click to edit Master text styles
– Second “Taking only servers that levelpower the Internet as comparison, •the electronics Third level industry uses more than 90% fossil fuels purchased off the grid, which are GHG emitting.” On an average 78% of all power used by U.S. paper mills comes from alternative fuel sources Footnotes: Alliance to Save Energy, PC Energy Report 2009, U.S. Environmental Protection Agency
perception
perception
greenie meanie facts True or False: Brand recall is higher using onscreen information False: On-screen information is 20-30% more difficult to read than print
Source: Cepifine Study, A Comparison of the Effectiveness of Marketing Communication Channels
perception
perception Poll: Worries about environment hit low USA TODAY March 17, 2010 “Americans’ worries about environmental issues have hit a 20-year low, largely because of economic concerns, according to a Gallup Poll released Tuesday” (3/16/2010) “…53% say economic growth take precedence, even if it hurts the environment.” “… finds that of eight environmental issues, Americans worry least about global warming and most about drinking water pollution 50% worry about drinking water pollution 46% worry about waterways pollution 44% worry about toxic waste 38% worry about air pollution 33% worry about loss of tropical rain forest 31% worry about the extinction of plant & animals 28% worry about global warming (down from 41% in 2007)
perception “… but they (poll numbers) don’t capture what motivates environmental Legislation, which is Intensity” according to Ken Cook, president of the Environmental Working Group
greenie meanie facts Which creates more CO2, supplying a newspaper text for• 1 Click personto peredit yearMaster or putting thestyles news on a web-based platform? – Second level • Third level 20% LESS CO2 is used per year by a person reading a daily printed newspaper verses a person reading web-based news for 30 minutes a day.
Footnotes: Alliance to Save Energy, PC Energy Report 2009, Swedish Royal Institute for Technology, International Energy Agency
alternatives Print Plays Well
EcoBalance
alternatives Print Plays Well – Print is viewed as trustworthy and objective – Websites viewed as place to get timely information – Sales viewed as place for interaction and awareness of alternatives
Source: Survey America Business Media
alternatives EcoBalance Alternatives
cradle to grave
greenie meanie facts What % of electronic devices are currently recycled? a) 20% b) 30% c) 37% d) 48% e) None of the above Answer: e) none of the above. Only 16% of all electronic devices are currently recycled. In 2006, 1.84 million tons of these devices were disposed in U.S. landfills. It is estimated 30-40 million PCs will be ready for disposal in EACH of the next few years. e-waste now constitutes our single largest toxic waste export. 60% of all paper in U.S. is recycled; 63% of fiber used o make new paper products in U.S. comes from recycled sources Source: Institute for Supply Management, American Forest & Paper Association, U.S. Environmental Protection Agency, PC Energy Report 2009
alternatives Print Plays Well
EcoBalance
reality – “it’s okay to print” Key issues Trees Emissions Electricity Water Waste
Simplify & Present Message
greenie meanie facts the Master 1940’s, annual growth of • Click Since to edit text styles
new trees has always exceeded the – Second level number cut down. By 1992, tree • Third level growth outpaced harvest by __%. a. 17% b. 34% c. 43% d. 62% e. 62.5%
Source: Abundant Forest Alliance, U.S. Forest Service, American Forest & Paper Assoc
reality – “it’s okay to print”” “When people use more paper, suppliers plant more trees. If we want bigger commercial forest, then we should use more paper not less. Our policies should directly protect important wildlife habitats, not try to reduce our demand for paper.” – Edward L Glaeser Professor of Economics, Harvard University
reality – “it’s okay to print””
Life Cycle Management Responsible Forest Management
Pulp Mill
Pulp
Paper Mill
Paper
Distributor
Printer
Use & Recycle
perception Poll: Worries about environment hit low USA TODAY March 17, 2010 “Americans’ worries about environmental issues have hit a 20-year low, largely because of economic concerns, according to a Gallup Poll released Tuesday” (3/16/2010) “…53% say economic growth take precedence, even if it hurts the environment.” “… finds that of eight environmental issues, Americans worry least about global warming and most about Drinking water pollution 50% worry about drinking water pollution 46% worry about waterways pollution 44% worry about toxic waste 38% worry about air pollution 33% worry about loss of tropical rain forest 31% worry about the extinction of plant & animals 28% worry about global warming (down from 41% in 2007)
reality – “it’s okay to print” Key issues Trees Emissions Electricity Water Waste
reality – “it’s okay to print”
Responsible Forest Management
Number of Trees Used Number of Trees Saved Number of Trees Replanted for the Future
CO2 Sequestration
reality – “it’s okay to print”” Key issues Trees Emissions Electricity Water Waste
reality – “it’s okay to print””
Pulp Mill
Pulp
Paper Mill
Total Energy Saved BTU’s GHG Prevented CO2 Wastewater Recycled Solid Waste Not Generated Method’s of Transportation
Paper
Real Green Energy
greenie meanie facts • Click to edit Master text styles – Second level False • True Third or level Producing a CD/DVD creates more CO2 than a 100 page 4-color brochure
greenie meanie facts FALSE • Click to edit Master text styles
100- 4-color pages releases about – Second aboutlevel 80 grams of CO2 during production. • Third level CD or DVD released about 300 to 350 grams of CO2 during production 30 sec. TV commercial played on a 42” Plasma is equal to CO2 emissions of a 16 page 4 color brochure/magazine Source: Preliminary findings in studies conducted by News Ltd. In Australia when they announced their intention to go carbon neutral by 2011. Includes findings from the Australian government
reality – “it’s okay to print”
Distributor
Reduced the use of LP Gas Forklifts 39% Increased use of “Smart” Green-e Chargers 60% Reduced CO2 Output Company Cars 10% UPS Road-Net routing reduced CO2 Output 6% Replacing Asphalt Roofs at local branches w/ Energy Star Thermoplastic Polyolefin (TPO)
reality – “it’s okay to print”
Printer
• % less chemicals and water • % less paper waste with reduced make ready and control • % less solvents with auto blanket washing • Less VOC’s with new non-VOC wash systems • Less energy consumption with new roller compounds
chain-of-custody
Forest Certificate
Transport
Mill/Merchant
Printer
End User
reality – “it’s okay to print” Key issues Trees Emissions Electricity Water Waste
Simplify & Present Message
reality – “it’s okay to print” Green Marketing – What Works Provide accurate information about the environmental benefits of your products as close to the point of purchase as you can. (Sin of No-Proof)
Provide information to all stakeholders; don’t give a hard sell, engage in conversation. (Sin of Lesser than two evils)
Tie purchases directly to environmental results; make it personal. (Sin of Vagueness)
reality – “it’s okay to print” EcoReport Card
reality – “it’s okay to print” Green Marketing – What Doesn’t Work Don’t get stuck on labeling (Sin of label worship)
Don’t just market the benefits to the environment; make it a natural part of a bigger value proposition (Sin of hidden trade off)
Don’t make it about politics; make it about concern (Sin of Irrelevance)
Don’t just talk about being green; make it part of your company’s DNA (Sin of Fibbing)
our 2010 commitment to you To offer the most sustainable solutions in our products and services:
Educated and Promote the use of recycled content.
Continue to pursue 3rd party certifications for sustainable products.
Minimize our carbon footprint
Transport our product in a responsible manner. To take all “Due Care” necessary for compliance to the Illegal Logging amendment to the Lacey Act Farm Bill 2008
with efficiencies in our operations.
Protecting you and your customer’s reputation
the final real truth print vs. electronic Paper comes from a renewable resource
P A R
– –
Industry plants 3X + number of trees than are harvested Electronic devices made of plastics and other non-renewable resources plus contain chemicals and metals
Energy Consumption paper vs Computers –
–
78% of all energy used by paper industry is from alternative fuels; electronics industry uses 90% fossil fuels purchased off the grid, which are GHG emitting. Total U.S. purchased energy: Pulp & Paper – 0.7% Electronic Data Centers – 1.5%
Paper is biodegradable and recyclable –
60% of all paper is recycled Real Truth: The printing industry is 95% less damaging – 18% of all electronic devices are recycled to the environment – e-waste is the largestthan waste the exportindustry in the U.S. was in 1990
what to do next Management
P A R
• Assign in-house environmental champion • Strengthen in-house “EcoBalance” thinking • Use as a natural part of value proposition
Sales • Develop comfortable mesaage • Be proactive & target
Customers • Develop environmental print/paper procurement policy • Begin paper/print Eco survey w/ CGX reps • Develop standards for YOUR EcoReport card
greenie meanie facts • Click to edit Master text styles
What is the most prevalent greenhouse gas – in Second level the earth’s atmosphere? level a.• Third Methane b. CO2 c. Water Vapor d. Tropospheric ozone e. Hot air from politicians
Source: Wall Street Journal 12/7/2009
it’s okay to print
The Truth Behind Cherries, Chocolates, Frogs, Parrots & Paper “It’s Okay to Print” Mac Papers Wayne Dennis
April 21-22, 2010 San Antonio, TX