OUR COVER
Astrolite PC 100 Velvet
INSIDE THIS ISSUE 2020 Commercial Postal Rate Sheet
The Year of Sustainability Why More Companies Are Going Green in 2020
We’re proud to be the first SGP certified printer in Massachusetts, but our efforts go beyond a certification number. As your valued print partner, we’re committed to continued innovation, responsible sourcing, and customer education. Quality and sustainability are no longer mutually exclusive. This issue of Tactics was printed on Monadnock Paper Mills’ Astrolite PC 100 Velvet— one of the only premium recycled paper options on the market. Made from 100% postconsumer waste fiber, Astrolite PC 100 Velvet is the perfect choice for ecoconscious brand owners and designers who won’t sacrifice on print quality. Astrolite PC 100 Velvet is: • A vailable for offset and digital printing • Forest Stewardship Council® Certified • P roudly crafted and manufactured in the USA • 100% PCW Recycled Fiber • Manufactured Carbon Neutral (VERs) • M ade with Green-e® Certified Renewable Electricity (RECs)
VOL. 10, ISSUE 1, 2020 Shawmut Communications Group | shawmutdelivers.com
• M ade under a third Certified ISO 14001 Environmental Management System • Manufactured Process Chlorine Free (PCF)
RESOURCES
Here to Help On our website, you’ll find information on past and upcoming educational events as well as resources related to marketing, print, direct mail, and design. LEARN • U pdated USPS Postal Rates and Postal Promotions for 2020 • G uides to help you navigate wide format substrates, the print quote process, and designing for print • G uides for leveraging the power of variable data for fundraising campaigns CREATE • Downloadable dielines and templates to give you a jump-start on your next project • H oliday card templates to make the busy winter season a little easier • O ur equipment list, constantly updated to reflect Shawmut’s latest in-house capabilities SHOP • S hop our Events & Trade Show Catalog and our wide selection of promotional products
shawmutdelivers.com/ resources
FEATURED EXPERT Eliza Erskine Founder, Green Buoy Consulting
Free resource:
DIELINES & TEMPLATES Design faster with our ready-to-go dielines and templates! Download the files to save yourself time on your next print design project, and don’t forget to check back often to see the new dielines we release each month!
Pocket Folders
Direct Mail
Boxes
Specialty Folds
Envelopes
Custom Dielines
www.shawmutdelivers.com/dielines
WELCOME
A Shared Responsibility With mounting environmental problems, there’s an urgent need to act. Climate change, plastic pollution, ozone depletion, high emission rates—the list of environmental problems facing our planet is vast. Fortunately, a growing number of companies are stepping up. Sixty-eight percent of companies say their organization increased their commitment to sustainability in the past year. That’s a big increase from the 25% of organizations that made green initiatives a priority just two years prior, according to an MIT study. Shawmut is one of the many companies that are embracing corporate sustainability. We haven’t just made a commitment to recycle paper or cut back on plastic, we’ve made sustainable improvements throughout our entire facility. As a result, we’ve become the first printer in the state of Massachusetts to earn a sustainability certification from the Sustainable Green Printing Partnership, the leading non-profit accreditation organization that promotes sustainability in the printing industry.
Before the certification, we made a lot of eco-friendly business decisions, but as we worked through the 18-month process to become SGP-certified, we realized how much more we could do. Taking care of the environment is a shared responsibility, and we want to do our part. Author Robert Swan once said, “The greatest threat to our planet is the belief that someone else will save it.” At Shawmut, we share that sentiment. Our journey to become a fully sustainable printer is what inspired this issue of Tactics. We realize that a growing number of companies are taking on sustainable initiatives and we wanted to explore the current trends, share our story, and collect advice from sustainability experts. Enjoy the issue!
Michael Peluso President
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THE YEAR OF SUSTAINABILITY: WHY MORE COMPANIES ARE GOING GREEN IN 2020 M ore companies are taking on sustainable initiatives in 2020. What’s motivating companies to act, and what programs are most common? We’ll explore these questions and more as we look at the world of corporate sustainability.
5 CHALLENGES AND SOLUTIONS TO MAKE CORPORATE SUSTAINABILITY SUSTAINABLE While more businesses are “going green,” some companies are facing challenges. We’ll investigate the hurdles and provide tips to make sustainability sustainable at your place of work.
SUSTAINABILITY IS IN OUR DNA: WHY A HOMETOWN PRINTER EARNED A SUSTAINABILITY CERTIFICATION
Shawmut joined a small but elite team this year: we’re one of just 60 printers in the U.S. to be SGP certified in sustainability. We’ll share why our company made this decision, what the certification process was like, and our outcomes. PUTTING THE PIECES OF A SUSTAINABILITY STRATEGY TOGETHER
To help companies start sustainable initiatives, we’ve created an infographic that serves as a VOL. ISSUE 1, process. 2020 Shawmut 1 visual guide to 10, begin the
The Year of Sustainability Why More Companies Are Going Green in 2020
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The start of the modern green movement dates back decades. From the first water pollution bill signed in 1948 to the inaugural Earth Day celebration in 1970, the concept of “going green” isn’t new. Up until now, most eco-friendly efforts were made by everyday people and a handful of large corporations—but that’s changing. Companies are now joining the sustainability movement in large numbers; a trend that’s expected to increase in 2020. Research shows the number of American businesses with formal green programs in place is up 54%, according to a study conducted by Xerox. “Sustainability has become a priority for businesses,” Founder of Green Buoy Consulting Eliza Erskine says. Her company partners with businesses to develop and measure sustainability strategies. “To make a change it will require all of us, and people realize that ‘us’ includes businesses.”
The Motivation Behind Going Green Why the sudden uptick in corporate sustainability? In years past, most companies made green efforts in hopes of boosting their reputation, but there are more factors at play today, which include: COMPANIES SEE POSITIVE, MEASURABLE IMPACTS
Eliza Erskine is the founder of Green Buoy Consulting, a company that develops sustainability strategies for small and early-stage businesses.
In the past, companies shied away from green initiatives because the return on investment was often hard to quantify. Recently, however, companies making environmental changes have shared their VOL. 10, ISSUE 1, 2020
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Erskine says the research not only shows increased growth, but also shows intangible benefits like attracting employees and making new partnerships.
100 80 60 40 20 0
83%
66%
62%
Millennials (Ages 21–34)
Gen X (Ages 35–49)
Baby Boomers (Ages 50–64)
48%
CUSTOMERS REWARD ECO-FRIENDLY COMPANIES
of green companies have found prospective employees are attracted to their company
Consumers are pushing for corporate sustainability, but they’re also willing to support those who make the commitment. More than half of global consumers prefer to purchase products from a company with a strong environmental reputation, according to Environment + Energy Leader.
46% of companies said their green initiative has led to partnerships with other like-minded companies
28x Companies with green initiatives are growing 28x faster than average companies CONSUMERS ARE DEMANDING GREEN INITIATIVES Another driving force behind the spike in green initiatives is consumers. Research shows consumers of every generation believe it’s important for companies to implement programs to improve the environment, according to Nielsen. 4
The Importance of Buying From a Sustainable Company
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The Most Popular Green Initiatives The motivation behind green initiatives is just as vast as the types of programs being implemented. However, there are some common initiatives that companies tend to gravitate towards because they’re simple and affordable to do. The two biggest green initiatives are reducing energy and reducing waste at the office. Sixty-three percent of companies are reducing energy consumption, according to a report from McKinsey & Company. Many are doing so through small changes like turning off computers at night and adding more efficient lighting.
SOURCE: NIELSEN
experiences and data, providing some of the most compelling evidence for companies to make sustainability a priority.
Sixty-one percent of companies are reducing waste, the report says. Companies are choosing to print on both sides of paper, switch from paper towels to a hand dryer in the restroom, and focus more on recycling. More involved efforts like reducing emissions, minimizing water used during operations, and committing R&D resources to sustainable products are also happening, but in smaller numbers.
The Future of Sustainability While many companies are making sustainability a priority, there’s still a lot to do. There are a staggering number of issues to confront. From increasing emission rates and climate change to fossil fuel consumption and plastic pollution in the ocean, these large-scale problems require large-scale solutions. “If we don’t act, our future will be described in one word: bleak,” Erskine says. To create a better future, companies will have to up their game. Here’s a snapshot of how sustainability needs to evolve
in the not-so-distant future in order to make a real difference: BIGGER INITIATIVES Starting a recycling program is a great start, but experts say many companies have picked “low hanging fruit” for years. Rather than settle for a cheap, easy initiatives, companies should expand their programs and look into more impactful solutions. COMPANY-WIDE INTEGRATION To be fully sustainable, everyone from the CEO to the intern must work towards the company’s green initiatives—not just a select few.
3 SIMPLE WAYS TO BE GREEN AT WORK If your company is new to green initiatives, Erskine suggests starting with these changes:
IMPROVE ORGANIZATION
Wrap Up
Research shows more than a third (31%) of companies have a few initiatives but no formal program or strategy, says the McKinsey & Company report. A strategy is necessary to gauge effectiveness and continue to move forward.
Corporate sustainability is slowly shifting from an optional task that earns extra points with customers to a responsibility that cannot be ignored any longer. In 2020, more companies will join the green movement to impact the environment, customers, and their own corporate culture in a positive way. But the change only happens when a company steps up and makes a commitment.
EXPAND BEYOND THE ENVIRONMENT Sustainability has a strong focus on the environment, but it’s also about social responsibility to the community around you. In the years to come, sustainability strategies should grow to include giving back to the community.
1. COMPOST FOOD SCRAPS Make a separate bin for food waste in the lunchroom and have it turned into compost. Check with your garbage hauler to see if they offer such a program.
2. INCENTIVIZE NON-TRAVEL Encourage employees not to drive to work or fly for business. Offer a regular work-from-home day for employees, encourage public transportation, and telecommute, if possible, to long-distance meetings.
3. EXPLORE EMPLOYEE INVESTMENT CHOICES Offer sustainable investment options for pension, retirement, and 401k plans. Ask your benefits provider to share information on responsible investment and have employees consider taking their money out of fossil fuel dependent corporations.
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5 Challenges and Solutions to Make Corporate Sustainability Sustainable Corporate sustainability has never been more prominent. Companies are realizing the need to run their business in an environmentally, socially, and economically responsible way. But, there’s a problem. Experts say many corporate sustainability programs simply aren’t sustainable. 6
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Due to a variety of challenges like lack of leadership and inability to measure success, many companies approach sustainability in a haphazard way. As a result, many programs fizzle out. To make sustainability sustainable, here’s a look at five challenges—and solutions—to make sure your eco-friendly efforts not only continue but grow.
Challenge #1:
No one is in charge When a company takes on a project, a leader or supervisor is appointed to oversee it. For some reason, this simple business concept isn’t applied to green initiatives. At many companies, green projects are “free-floating” projects that no one owns. As a result, the program grows stagnant or is ignored altogether. Solution: Appoint a sustainability supervisor, or better yet, create a sustainability committee to oversee current programs and create new ones. Challenge #2:
Lack of buy-in For sustainability to work, everyone has to participate. Sometimes, one of the biggest challenges is getting buy-in from certain departments. Research shows 65% of companies have a hard time getting management to buy-in to sustainable practices, according to University of Colorado. In cases where uppermanagement is on board, 47% of companies say getting employees to participate is a struggle. Solution: To get top-level participation, present the facts. Leaders tend to respond to facts and figures, so make an appointment and state your case. To get employees on board, make them part of the conversation. Talk about
sustainable practices that apply to your company and ask employees to create solutions. Engagement is key for employee buy-in.
measures they’re taking. If they’re not making the strides you’d like to see, ask if they plan to make them in the future.
Challenge #3:
Research does take time, but you can make it a more efficient process by getting organized. Make a checklist of eco-features you want from suppliers, task employees with researching current vendors and finding potential new ones. Provide all of the research to one person to take decisive action.
Measuring success Companies are data-driven machines. Examining profits, loss, investments—it’s their thing. When it comes to measuring the success of green initiatives, it’s harder to measure. It’s one of the reasons why companies only take on simple projects. Solution: Look for out-of-the-box KPIs to measure the effectiveness of your programs. The cost of waste removal and energy, for example, should decrease. Other metrics like employee engagement and customer satisfaction should increase. Track the number of new partnerships that stem from green initiatives and track company participation in community outreach events. Challenge #4:
Finding eco-friendly suppliers Being fully sustainable means working with eco-conscious vendors, and finding them can take time. The time commitment is one of the reasons companies often skip this piece of the sustainability chain. Solution: To start, talk with your current vendors and suppliers. See what
Challenge #5:
Educating customers Customers reward companies that make a commitment to the environment and the community. Some companies keep their efforts quiet, but that’s a mistake. If you’re doing good, it’s something your customers should know about. Solution: Create marketing campaigns that share your green initiatives. For example, share a picture of employees recycling, post all of your sustainability policy on your website, put a one-line eco-promise on everyone’s business card, or invite the community to a charitable event like planting a public garden. Sustainability can be sustainable, but only if everyone in the company makes an effort. With these solutions, companies can propel their green initiatives into the future.
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Sustainability Is In Our DNA Why a Hometown Printer Earned A Sustainability Certification Sustainability isn’t a company-wide program or a marketing tool, it’s a mindset. It’s a shared commitment to put the environment and the community first, and it’s at the core of everything Shawmut Communications Group does. “Sustainability is in our DNA,” Shawmut’s Vice President Stacy Peluso-Slaney said. “My grandfather, who started the company back in 1951, had a ‘waste not, want not’ mentality and it’s something we’ve continued.” Shawmut has always made conscious efforts to reduce, reuse, recycle, and give back, but like many companies, they didn’t have a formal, documented strategy. Just 18% of companies do, according to a McKinsey & Company report. In 2019, company leaders wanted to change that. “We wanted to do more,” Shawmut’s President Michael Peluso said. The company reached out to the Sustainable Green Printing
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Partnership (SGP), a non-profit organization that certifies printers as sustainable based on rigorous criteria. It’s the only whole-facility certification program developed as a collaborate effort in the printing industry to define what it means to be a sustainable printer.
Becoming SGP Certified To earn a sustainability certification from SGP is no easy feat. The certification is only given after printers integrate sustainable measures into every facet of the facility, which is achieved by meeting very specific criteria. For example, printers need to manage dust from paper collection systems, monitor indoor air quality, purchase eco-friendly inks, ensure wastewater is recycled, and keep trucks from idling at the loading dock. The certification even addresses the fertilizer used for landscaping, clean commuting options for employees, and community outreach programs.
Shawmut co-founder Ted Peluso Sr. operating a Miele vertical press in 1960
“We were making a lot of good decisions to better the environment and our community already, but when we looked at the SGP certification criteria, we started peeling the onion, so to speak, and realized how much more we could do,” Peluso said. It took Shawmut 18 months to work through the entire SGP checklist, after which auditors come out to investigate the facility. Typically, audits result in a list of corrective actions to make before certification is given, but that wasn’t the case for Shawmut. “We were thrilled to hear that we had no corrective actions to take,” PelusoSlaney said. “In that moment we knew we had achieved the highest sustainability accreditation a printer could receive.” The certification makes Shawmut part of an elite team. There are fewer than 60 SGP certified printers in the U.S., and only one in the state of Massachusetts—Shawmut Communications Group.
Collectively, SGP certified organizations realize the following sustainability improvements each year:
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tons of waste diverted from landfills
percent increase in solvent recycling
kw/hour reduced energy usage per year
tons of greenhouse gas emissions reduced
2019
2020
improved office recycling program
composting of food scraps for a corporate garden
Shawmut’s Continuing Improvement Project As part of SGP certification, Shawmut selects a company-wide sustainability project to work on each year.
The Impact of Becoming an SGP Certified Printer As a result of becoming SGP certified, several changes have occurred at Shawmut.
CORPORATE CULTURE CHANGE To start, the company has experienced a culture shift. “Every employee is on board with the new sustainability initiatives,” Peluso said. “Some are even coming to us with new ideas to make things even better.”
NEW PARTNERSHIPS As a result of the certification, Shawmut has found new likeminded clients and vendors to work with. “It’s opened the lines of communication to new opportunities,” Peluso said. “For example, we’ve partnered with a paper mill that offers products made with 100% post-consumer waste content.”
LESS WASTE Shawmut has made a commitment to recycling in the office. As a result, the company contributes significantly less to landfills. Waste has gone from two full dumpsters a week to half a dumpster a week.
A RENEWED COMMITMENT TO THE COMMUNITY Shawmut has a long history of giving back, but the certification process served as a reminder of its importance. Shawmut donates leftover paper to local art teachers and supports a myriad of causes including the Buddy Walk, Toys for Tots, and the American Cancer Society’s Relay for Life.
The Future of Sustainability at Shawmut The labor-intensive work of becoming SGP certified is over, but the hard work of continuing sustainability efforts have just begun.
“It’s a lot like maintaining your goal weight,” Peluso-Slaney quipped. “When you finally hit your goal weight it’s a great accomplishment, but then you have to work at maintaining it. Now we have to work at maintaining our sustainability and the excitement we’ve created around it.” To ensure sustainable efforts continue long into the future, Shawmut has set up a sustainability council. The group is tasked with overseeing sustainable measures, evaluating their effectiveness, and generating new goals for the company to accomplish. Between the council, engaged employees, and committed leadership, sustainability will continue to be a priority at Shawmut, just as it was decades ago when the company first started. “I think the previous generations would be proud of our efforts,” Peluso-Slaney said. “I hope future generations are too.”
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Putting the Pieces of a Sustainability Strategy Together Becoming a sustainable company is a little bit like putting a puzzle together. There are many small pieces that come together to make one, cohesive image. For companies wondering how to implement a sustainability strategy, start by putting these pieces together.
Why is sustainability important? List the tangible and intangible benefits of sustainability
List specific problems that make sustainability difficult
What additional actions can we take to become sustainable?
How can we measure our efforts?
List “green efforts� like company-wide recycling or reducing energy costs
Identify metrics like energy savings that prove success
FREE RESOURCE
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What sustainable challenges do we face?
Shawmut
What solutions are possible? Define answers to your sustainability challenges
How do we keep the efforts going? Consider creating a sustainability council to continue efforts year-round
Commercial postal rates have changed for 2020! Tear out this handy guide and refer to it all year long.
VOL. 10, ISSUE 1, 2020
Commercial Postal Rate Sheet Commercial postal rates can have a big impact on your marketing budget. See how commercial rates are changing in 2020 and ways you can save on postage.
Delivery in 1–3 business days (not guaranteed)
Letters: Up to 3.5 oz
Mail formats Defined Letter
SERVICE
2019
2020
Automation 5 Digit (1 oz)
.383
.391
Automation AADC
.412
.419
Automation Mixed AADC
.428
.439
Presorted (Machinable)
.459
.460
Presorted (Nonmachinable)
.609
.610
MIN.
MAX.
LENGTH
5"
11 1/2"
HEIGHT
3 1/2" 6 1/8"
THICKNESS
.007"** 1/4"
HEIGHT
FIRST-CLASS MAIL
Not sure what these terms mean? Check out our helpful definitions on the next page.
LENGTH
Thickness must be .009" or more if more than 6" long, 4 1/4" high, or both.
**
Flat MIN.*
SERVICE
2019
2020
Automation 5 Digit (1 oz)
.486
.430
Automation 3 Digit
.605
.577
Automation AADC
.644
.620
Automation Mixed AADC
.727
.716
Presorted (Non-Automation)
.799
.810
MAX.
LENGTH
11 1/2" 15"
HEIGHT
6 1/8"
12"
THICKNESS
1/4"
3/4"
HEIGHT
Flats: Up to 1 oz
Max weight for letters is 3.5 oz.
Flats exceed at least one of these dimensions.
*
Max weight for flats is 13 oz.
LENGTH
Flats are subject to flexibility standards. Can not be too flexible or too rigid. Flat-size mail pieces must be uniformly thick so that any bumps, protrusions, or other irregularities do not cause more than 1/4-inch variance in thickness.
Additional ounce: .20
Postcard
SERVICE
2019
2020
Automation 5 Digit (1 oz)
.257
.260
Automation AADC
.268
.270
Automation Mixed AADC
.274
.276
Presorted (Machinable)
.280
.285
Shawmut Communications Group 978.762.7500 | www.shawmutdelivers.com
MIN.*
MAX.
LENGTH
5"
6"
HEIGHT
3 1/2"
4 1/4"
THICKNESS
.007"
.016"
HEIGHT
Postcards: Up to 1 oz
LENGTH
Looking for ways to save on your direct mail programs? Talk with one of our mailing experts today.
Marketing Mail
Marketing Mail NONPROFIT
Letters: Up to 3.5 oz
Letters: Up to 3.5 oz
SERVICE
2019
2020
SERVICE
2019
2020
Automation 5 Digit
.256
.259
Automation 5 Digit
.138
.138
Automation AADC/ADC
.281
.284
Automation AADC/ADC
.163
.163
Automation Mixed AADC/ADC
.291
.299
Automation Mixed AADC/ADC
.173
.178
Non-Automation AADC/ADC
.292
.295
Non-Automation AADC/ADC
.174
.174
Non-Automation Mixed AADC/ADC
.302
.305
Non-Automation Mixed AADC/ADC
.184
.184
Flats: 4 oz or less
Flats: 4 oz or less
SERVICE
2019
2020
SERVICE
2019
2020
Automation 5 Digit
.405
.418
Automation 5 Digit
.231
.240
Automation 3 Digit
.523
.543
Automation 3 Digit
.349
.365
Automation AADC/ADC
.597
.608
Automation AADC/ADC
.423
.430
Automation Mixed AADC/ADC
.632
.666
Automation Mixed AADC/ADC
.458
.488
Non-Automation 5 Digit
.469
.501
Non-Automation 5 Digit
.295
.323
Non-Automation 3 Digit
.561
.594
Non-Automation 3 Digit
.387
.416
Non-Automation AADC/ADC
.617
.650
Non-Automation AADC/ADC
.443
.472
Non-Automation Mixed AADC/ADC
.652
.685
Non-Automation Mixed AADC/ADC
.478
.507
Must have at least 200 pieces or 50 lbs of mail to qualify for Marketing Mail discounts. Delivery in 2–9 business days (not guaranteed). The max weight is 16 oz. Additional discounts may be available based on the mail entry point (DNDC, DSCF, DDU). Please contact us for more information.
Commercial Mailing Services Defined AADC/ADC: An Automated Area Distribution Center (AADC) or an Area Distribution Center (ADC) sorts and sends mail for the same service area to the destination delivery unit (the local post office) where mail is put into delivery sequence for each carrier. The difference between an AADC and ADC is the volume of mail that goes through each center. Mixed AADC/ADC: Mixed AADC/ADC means that the tray or sack has mail for multiple AADC or ADCs in an area. That means the USPS has to sort it and ship to the individual AADC or ADCs. This adds time and expense to the process. Automation: Mail that is prepared in such a way that allows the USPS to utilize their equipment to read and distribute mail using a barcode, which includes the delivery ZIP code.
Shawmut Communications Group 978.762.7500 | www.shawmutdelivers.com
Presort: The sorting of outgoing mail by delivery ZIP code in order to take advantage of a cheaper rate of postage. 5 Digit: The delivery address ZIP code on all pieces is the same 5 digit ZIP code. 3 Digit: The delivery address ZIP code on all pieces begins with the same three digits. Presorted (Non-Automation): Mail sorted by ZIP code which meets USPS labeling standards but does not meet postal automation criteria.
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Shawmut Communications Group 33 Cherry Hill Drive, Danvers, MA 01923 www.shawmutdelivers.com
John Q. Sample 123 Any Street Any City, AS 12345-6789
Shawmut is proud to be SGP Certified!
The Sustainable Green Printing Partnership (SGP) brings together a community of printers, print buyers, suppliers, and supporting organizations that work together to drive sustainable business practices that today’s customers demand. SGP provides transparent, measurable assurance that certified facilities like Shawmut will help print buyers meet and exceed sustainability goals.
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We are committed to: • Reducing waste and hazardous materials • Conserving energy • Sourcing sustainable materials • Lowering our carbon footprint • Creating a safer workplace • C onforming to all relevant environmental, health, safety & labor laws • A dopting a comprehensive annual continuous improvement project • U ndergoing a third-party recertification audit every two years
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