How to Market With Greener Materials
Sustainability has become almost a mainstream commitment among the business world. According to a study by industry research firm Freedonia, demand for green packaging (comprised of recycled content that is biodegradable or reusable), will increase 3.4 percent annually to $43.9 billion by 2013. In fact, green packaging growth is anticipated to outpace overall packaging.
It’s time for businesses to start thinking greener. Incorporating greener materials into your marketing doesn’t have to be more expensive, but it does have to be planned.
Design greener.
Begin your project by determining all the absolutely essential features you want in your materials, and eliminate materials that you can do without completely.
For example, does that particular invitation need an envelope, or could it be delivered without one? Do you need to print the catalog, or could it be distributed in a digital format? Should you package your product in clamshell plastic, or could it be sold without that?
How do you know if one material is “greener” than another?
Your design team can ask a number of questions that will help them determine whether one material is greener than another. While some of the questions may be answered definitively and without too much effort, others might require some research.
- Can it be recycled?
- Is it durable enough that it won’t need replacing?
- Does the material contain recycled content?
- Is the material non-toxic?
- Can the material be acquired locally?
- Is the material made of a renewable resource?
- Is the material produced under safe and fair working conditions?
- Can the material be re-purposed or reused?
Greener marketing within budget, on time.
While budgets, deadlines, and access are all going to come into play in any marketing decision, greener practices are worth the time and effort they take, and the new knowledge that you gain will serve your design team well when facing similar choices in the future.
Who else can help?
There are several groups that will help inform your greener marketing decisions.
The Forest Stewardship Council
The Forest Stewardship Council is an independent, non-governmental, not-for-profit organization established to promote the responsible management of the world’s forests. Ask your printer about FSC-certified paper products.
Ancient Forest Friendly Paper
Canopy Planet maintains a database of Ancient Forest Friendly™ and other environmentally preferable papers available in the North American marketplace.
Local Print Shops
Choosing local whenever possible helps to hold down transportation costs and increases the likelihood that you will be able to get to know and trust that your printer is invested in offering greener and more sustainable print practices.
Your Design and Marketing Team
Make sure your team — whether they are in-house or an external agency — is aware of your goals for greener marketing. Calvert Creative has been working toward a greener office in which to work as well as offering greener marketing practices to clients. We can help you build sustainability into your design and marketing strategy.
Contact Calvert Creative today for a free consultation and find out how your business can employ greener marketing materials.
