Improving The Green Bottom Line
by Patricia Belyea / Guest Columnist
Media, Inc / December 2004
I remember being mandated to print an annual report on partially recycled paper just over 15 years ago. The design, for Physicians Insurance, had a vivid map of Washington State on the front cover. When we proofed the job on press, we found that the colors in the illustration just faded!
I got quite upset with my sales rep as this was an important job and it was turning out poorly. The pressman insisted it was the recycled paper. To make his point, he ran a few sheets of premium coated paper through the press.
The difference was remarkable. The map on the coated stock was brilliant. Beside it, the map on the recycled stock looked like it was painted with pastel colors. Fast forward to today. Not only do we have a new generation of recycled papers available, these stocks boast premium printing surfaces. Papers made with 100 percent post-consumer waste (PCW) are being used for all print applications - from business papers to collateral suites to prestigious annual reports.
Purchasing recycled paper can make a difference to the sustainability of the planet. Right now businesses generate almost one half of the country's solid waste each year. A project printed on 100 percent PCW paper means fewer trees cut down in the forests and less solid waste in the landfill. Other environmental impacts include reduced water and energy usage, and less greenhouse gases emitted.
Many global corporations are committed to creating economic growth while caring for the environment. These business leaders have created dedicated management teams that seek to minimize their company's footprint on the planet. Locally, Starbucks has won recognition and kudos for its dedication to reducing consumption of environmental resources. But you do not need to head a multi-billion dollar company to become environmentally conscious.
This Fall Belyea was asked to produce a brochure for Ginger and Barry Ackerley Foundation, a local non-profit organization. Not only did Ackerley Foundation want to produce an appealing communication, it wanted to use paper that was socially responsible. The paper we chose, Synergy 100PCW, had just been released by Fraser Papers. It comes in two shades of white - bright white and natural. We chose the warmer colored paper as it was a good complement to wonderful portraits of kids featured in the brochure. As Synergy 100PCW has an extensive array of weights, we plan to use matching natural paper for the up-coming business papers as well as hefty double-thick cover stock for the folder.
Fraser Papers offers an environmental audit for anyone using its recycled papers. This one-page summary, based on the number of pounds of paper used for a project, is useful to see actual savings of natural resources. This is ideal for companies with high volume projects such as annual reports to show green activities to stakeholders.
As we all know, there is a true need today for corporations and businesses to be ethical and to act with integrity. This includes stewardship of our environment to ensure a healthy and sustainable planet. Specifying 100 percent post-consumer waste paper for your printing projects is an easy way to align your values with your business activities.
Patricia Belyea is founding principal and Creative Director of Belyea, a graphic design firm specializing in branding and marketing programs. She can be reached at patricia@belyea.com or 206-682-4895.