A hazard of home decorating is being asked by a spouse to pick a favorite from 30 shades of white.
Similar difficulties emerge when researching requirements—or even definitions—for green (environment-friendly) publishing and having to understand subtle differences among suppliers, service providers, and certifications. In this context, the risk is worse than picking the wrong wall shade, it’s thinking and claiming that you’re green when you’re not—and perhaps even being accused of “greenwashing”.
A recent meeting of the Society of National Association Publishers featured a panel discussion of “Trends in Green Publishing” which addressed both business and societal/environmental issues. Derek Smith of Derek Smith & Associates noted that paper production is the leading consumer of forestry products and water and the third-largest energy user. He described how rapid world-wide deforestation increases global warming and loss of biodiversity.
Michael Berens, Director of Research and Knowledge Resources at the American Society of Interior Designers outlined how his organization saved enough money by switching from coated paper to pay for much improved paper quality. Since coating chemicals are nasty and hinder recycling paper, the change paid off in multiple ways. Accommodating the new paper was a multistep process, with paper choice affecting quality of photographs, which in turn influenced the publication’s redesign.
Chris Charbonneau of paper manufacturer sappi described two paper certification organizations: Forest Stewardship Council and Sustainable Forestry Initiative. FSC originated with environmental organizations, while SFI was industry controlled but is now independent. Both organizations offer several certifications including forest management, resource sourcing, and chain of custody of trees/wood/paper. FSC certification is more in demand but dual certification is common, to meet different vendor and customer preferences.
A recent industry magazine package What Does it Mean to be Green? A FOLIO: Special Green Report describes green issues of paper, ink, sustainability, digital publishing, and more.
ASID’s Berens correctly notes that going green needn’t—and really can’t—be an instant 100%; small steps matter. Thinking green is a process and mindset requiring, as Smith notes, integrating personal and business decisions.
To keep words and actions in sync, organizations wanting to go the “green” route can provide pitchers of water (no bottles), family-style food (no boxes), handouts printed double-sided, and publications without shrink wrap. Why not? We did it that way in the ’50s.
