Reframing the green claims debate

Many print companies are guilty of making unproven green claims, but what about the misconceptions around print’s environmental impact, and the unfounded concerns that negatively affect the industry? Rachel England explores what happens when the shoe is on the other foot.

Greenwashing has been a problem ever since sustainability has been on the business agenda. Claims of eco-friendliness, carbon neutrality and planet positivity have flourished alongside stakeholder demand for green credentials, and as awareness of the practice has grown, so has its complexity.

Greenwashing now comes in distinct varieties, from ‘green crowding’ to ‘green lighting’, and brands and businesses are becoming increasingly sophisticated in their (often unsubstantiated) use of green claims. One survey from Fast Company shows that as many as 58% of global executives admit to using greenwashing tactics.

The proliferation of greenwashing across all industries has led to regulatory crackdowns across jurisdictions. In Europe, the EmpCo Directive aims to create uniform standards related to environmental claims in advertising, with harsh penalties for those breaking the rules. Meanwhile, consumer watchdogs around the world are quick to lambast companies found guilty of greenwash, and the reputational damage can be significant.

With YouGov data showing that the majority (60%) of global respondents are sceptical about environmental claims made by brands, it’s clear that companies making unsubstantiated green claims aren’t doing themselves any favours. And the print industry is no exception, especially as it occupies a unique space as both a greenwasher and the greenwashed.

Many companies – especially smaller ones without the support of a legal or marketing department – can fall foul of greenwashing through vague or generic claims, citing products and services as ‘eco-friendly’ or ‘carbon neutral’. But given the misconceptions around the environmental impacts of the print industry overall, it’s perhaps little surprise companies feel compelled to use green claims to ‘legitimise’ their operations.

“The print industry is fighting a constant battle against misconceptions about its sustainability,” says Jonathan Tame, Managing Director for the global Two Sides campaign, which promotes the sustainability of print, paper and paper packaging. “It’s important to separate the truth from the myths.”

According to Tame, some of the biggest myths include paper consumption contributing to deforestation and damaging the environment. “Contrary to popular claims, a thriving market for paper products supports forest growth through sustainable forestry. European forests, for example, are growing by the equivalent of…