Do you know the facts?

The Millcraft Group (Cleveland, OH) created an educational website devoted to raising awareness about the benefits of print, for both the environment and business. As we all know, there are many misconceptions and falsities circulating about the effectiveness and sustainability of print and this website does a great job of communicating the facts. See some excerpts below.

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Print Pays Off

Print drives higher ROI

Direct mail gives advertisers a 13-1 return (DMA)

Eight out of 10 households (79%) say they either read or scan the advertising mail sent to their homes

51% of consumers say traditional mail is their preferred method of contact (CMO Council)

Response rate for email marketing has fallen by 57% since 2004, but response rate from direct mail has risen 14% (IP)

Print is Sustainable

For every tree harvested in the U.S., three trees are planted (source AF&PA)

Paper is one of the most recycled products used in the U.S.

Total recovery rate for all paper in US was more than 63% in 2009, 340 pounds per capita.

Paper made from 30% PCW used 10% less energy to make, produces 25% less waste water and 6% less greenhouse gas emissions. Each ton conserves about 15 trees. (Environmental Defense Paper Calculator)

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Find more facts and information about how Print is Good at http://doyouknowthefacts.com/

Paper vs. Electronic

It seems that every other email now includes a “Please consider the environment before printing” footnote. This is good and promotes responsible and sustainable business behavior.

So if you need the information for business purposes, to either edit or add content, seek approval or give instruction, how does one proceed? This matter reaches an even greater level of complexity as the information is shared outside of the organization with business partners, vendors, customers, etc.

Let’s assume this information is an order for a product. The order information may be used by the sales team and/or customer service reps. That order will then be used by the credit department or financial group to authorize the transaction. Once approved, an internal order will be sent to manufacturing. Fulfillment may include relying on other vendors and their respective order management processes. Once the order is produced, it will generate a pick ticket and packing and shipping instructions. The order will then be invoiced, a bill will be issued and mailed, a payment will occur, and the transaction will be recorded.

So what’s the point? The globalization of our economies has driven tremendous processes to manage just about everything we do or consume. The options are organic (paper) or electronic. We all know that paper requires trees and we would like to minimize paper usage to limit deforestation.

So what do the “paperless” solutions offer? Computers, monitors, servers, applications, and enterprise servers (LAN, WAN) all contribute to the communication and sharing of information. A tremendous amount of raw material and energy is required to produce and deliver all of this hardware and software.

Energy consumption does not stop here. The amount of energy used to power, operate, exchange, and protect the information is compelling. The information is eventually archived and backed up in secured areas where server farms manage and process giga, tera and exabytes of information. The energy consumed is mostly produced by power plants and, as we all know, almost none of our energy comes from clean or renewable energy.

In the bottom line, the electronic option is, contrary to popular belief, not very green. It is also true when it comes to disposing of the electronic waste generated by computers that constantly need to be upgraded to keep up with file size and operating system requirements.

The reality is that we probably need to use both, and using paper is actually far better than one would think. Printing paper actually promotes the growth of forests. More and more fibers used in making pulp come from responsibly managed forests. Trees are a crop and are planted and harvested to provide renewable and reusable resources (i.e. paper). Planting and harvesting trees is a never ending cycle that enhances the earth, absorbs carbon dioxide and creates a strong green economic engine.

So go ahead, print that email if you need it, it helps grow trees!

(Read more about sustainability and business at greenbooksnbinders.com)