Sustainability: It’s Red Hot
I study trends of major print media buyers. For the past few years, print buyers were most interested in learning about digital and variable data printing. While the interest in that topic isn’t waning, the hottest—and perhaps more ubiquitous—topic of interest is sustainability, including green printing and social responsibility. Sustainability is red hot. Everyone is talking about it.
The adoption of new technologies, workflows and solutions is typically slow, particularly on the printers’ side. Despite that history, we’re seeing evidence of very fast adoption as large corporations are moving quickly to create sustainability programs. An obvious target for these programs is print promotions.
Most buying companies are just starting to investigate ways to buy green, so now is the perfect opportunity to start collecting and sharing information with your customers. Don’t worry about not being an expert on the topic. It’s true that printers who have FSC certification and offer deeper solutions for environmental responsibility will have a significant and distinct advantage. However, even coaching customers on simple solutions for buying green can be a great value.
How is your company working with your customers on these issues?