Current debate focuses on whether the print or online medium is more environmentally sustainable than the other. However, eco-efficiency is meaningless without eco-effectiveness. Therefore, the discussion printers should be having with their clients is how to use electronic or print communication (or a combination of the two) to develop communication that is not only environmentally responsible but also applicable to customer needs by delivering an impression or response.
To fully develop communications effectiveness, the relative strengths and weaknesses of each medium must be understood, along with the strengths of combined media approaches. None of catalogue, direct mail, television, radio, e-mail, mobile, or billboard delivery provides a one-size fits all medium, and often deliver the most effective outcomes when used together. Market opportunities exist for printers willing to embrace the new business of printing — one that is relevant, responsible and effective.
The environmental credentials of paper are closely linked to the perceived sustainability of print as a communication medium. Paper production has a range of environmental impacts that are not well understood by those outside the industry.
Key environmental issues of concern are fibre sourcing and certification, forestry and carbon accounting, water and energy use, and emissions to water, land, and air, as well as waste and the use of recycled content. Conflicting messages from the various activist and apologist voices surrounding paper and the environment have created confusion across consumers of print media — therefore those who are able to answer these questions objectively will offer increased value to those consumers. These issues have been dealt with in more detail in other Fuji Xerox publications, including The Paper Facts and can be further explored through those resources. Please visit: www.thepaperfacts.com.au
Relevant communications are directed and pertinent; applicable to customers’ needs and
wants at time and place that the customer demands.
Responsible communications monitor and ensure adherence to law, ethical standards and customer expectations. Companies act responsibly with their communications by reducing the impact of their activities on customers, employees, other stakeholders, communities and the environment.
Effective communications provide competitiveness in the marketplace. They are communications that have a deep and vivid impression and create a strong response to accomplish a desired outcome.
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