Until a complete revolution in the minds and behaviour of the consumer takes place, the environment will continue to be a fashionable marketing asset rather than a genuine care.
Especially now, as the global financial system is recovering slowly from a meltdown, progress has stalled on this important innovation area within the printing industry. OK, print is a bad polluter but green issues are just not as important as commercial issues right now.
The Global Graphic Printing market, according to the FESPA/Infotrends World Wide Survey, is worth 56 Billion euros and employs over a quarter of a million people. This contribution to commerce, wealth and prosperity, far outweighs the damage done to the environment. That is a far more basic need. If we do not have work, wealth and health, how can we deliver any value back to humanity?
As an industry, it is not our fault that we pollute. It is not our responsibility to save the planet. We exist because there is a need.
And which industry is truly leading the way anyway? Apparently, the construction industry is doing some great things – wealthy people who want an environmentally friendly existence can do so by paying more to feel better about the way they conduct their lives – this has impacted on the building market and products have been created to cater for this need.
For the majority of society, motivated more by survival and desire for the protection of a nice lifestyle – going green is not a priority I fear. Actually, they don’t have the time, knowledge or inclination in today’s super fast world.
According to the World Wide Survey – on a scale of 1 to 5 respondents rated environmental concerns as 2.6. Just over 50% and only 2.4 said that print buyers were requesting recyclable media. Not very compelling is it?
Let’s try to focus on staying in business and delivering what our customers want. There is too much “Greenwash” and companies trying to make capital out of sustainability in our politically correct world.
Innovation in line with business reality needs to occur to the point that it makes our lives easier – not more difficult.
What do you think?
