Sustainability in Sign & Graphics

It might be tempting to gloss over yet another article about sustainability in the print industry. But, the reality is that sustainability is just as — if not more — important than ever before.

Print is a powerful and ever-present force in every part of our lives. It might not be the industry that produces the most waste (the fashion industry is most often credited with that dubious honor, although it can vary depending on what factors are considered, and who is tracking them), but that doesn’t meant printers as a whole don’t have a responsibility to try and pitch in wherever possible.

Global warming. Climate change. Endangered species. Carbon emissions. All of these are issues that impact every person on this planet. And with major hurricanes becoming more frequent, and stronger; parts of the Amazon rainforest burning; trash piling up in the oceans; and a host of other issues gaining more international attention, it is worth taking a moment to stop and reconsider how printers can help contribute to the solutions.

That resolve is helped along by the fact that brands and marketers are feeling that very same pressure. “People are looking for more friendly solutions when it comes to both the type of materials they are using,” notes Kevin Duffy, the VP sales and marketing for Vycom, a division of the AZEK Company (Booth 7644). “But it is also about a total solution, and not just the recycled content in the product. They want to know they are — from start to finish, cradle to cradle — making a more responsible choice. That is something that has been changing, and customers are asking for things they haven’t before — and they are willing to pay for it.”

Duffy notes that millennials have been raised from a young age talking about and thinking about environmental issues. Remember, millennials are now their 30s. Don’t forget that the current crop of youth making waves is known as the iGen, and they are the 20-somethings everyone likes to think are still years away from being relevant in the context of making hard business decisions.

Taking action

It’s all fine to talk about how important sustainability is, and will remain for many years to come, but what can the average printer actually do?

“I think it’s a combination of things,” notes Duffy. “We still need certain product performance and design flexibility, a look that will grab the attention and creativity of people’s minds. But at same time, it’s about making a more informed, sustainable solution available as well.”

The first step is to look not just for substrates that contain recycled content, but for manufacturers that can trace the lifespan of the substrates and show that it has been sourced and produced sustainably. It’s not practical or reasonable to demand — yet — that every single job has substrates the shop can provide a pedigree for, but even having a few of those options in stock to offer to customers will go a long way. Many brands today will give strong consideration to sustainable substrates if they are offered up front as a choice that won’t impact any other part of the project.

Second, every shop, no matter how sustainable or efficient, produces waste. Finding ways to reduce the amount of waste is imperative, but beyond that, look for ways to recycle or reuse those scraps.

Vycom has a program where it provides foam PVC substrates, but then buys back all the unused waste, where it is recycled and used for other products in the AZEK portfolio, such as plastic decking planks or construction products.

Logistics is another area shops should consider, since sustainability isn’t just about the ink or substrates used, it is also about the fuel and carbon created getting it to its final destination. Some printers have begun to address this by acquiring or opening offices in key locations around the country, allowing them to strategically produce jobs closer to their end use, cutting down on the need for transportation. Others have started looking into networks or partnerships with other independent shops that retain their own brand and identity, but who have similar business values.

Finally, while there are even more strategies both great and small to make a shop more sustainable, consider the print technologies used. Even the same types of inks or machines are far, far “greener” today than they were in past. Buying a solvent — or better yet eco-solvent — printer today is far more sustainable than using one from even just five years ago, for example. And PRINTING United is the perfect place to truly explore those options. Vendors from every single segment of this industry have their newest, most cutting-edge offerings on display, from presses, to inks, to papers, to textiles, to coatings, and everything else in between.

For those who are struggling with where to start when embarking on a sustainability journey, walk the show floor and look for greener versions of the products you already use. Ask questions. Collect samples. Every little bit helps, and even just beginning to offer a new ink or paper option can be the start of a new direction.