The Survey Says. . . Emerging Green Strategies

Also, alternative energy sources will be purchased on a more frequent basis by print service providers and graphic arts vendors. Many companies will also take steps to neutralize their carbon footprint, and some are doing that already.

On the whole, green adoption is strong and growing. It promotes social responsibility and can also carry marketing benefits. As more companies adopt green strategies, however, it will be more difficult for businesses to differentiate themselves. Savvy marketers will become carbon-neutral, buy alternative fuels and use environmentally friendly consumables as they strive for further differentiation.

The use of alternative energy is low at this time, but it will grow as availability increases and costs decrease. Recycled and environmentally friendly products will continue to create new opportunities for suppliers and have adverse effects on those not willing to adapt. Production processes for these new products will become refined and push costs down, allowing for easier, wider-spread industry adoption.

It is clear that the green printing and sustainability movements are not just buzz words. Rather, they are a new way of doing business by focusing on not only the present, but also the future of print. PI

(Editor's Note: Justin Searles, Bryan Yeager and Eve Padula of InfoTrends co-wrote this article.)