page1

SuStai nabi li ty
i n the medi a mi x
page2 contents
contentS
the human reSponSe to paper 48
5 a rough guide to SuStainability 51
hearts and minds 52
Business effciency cutting out waste 53
minimising media waste 54
Sustainable media events 56
measuring and proving performance the iSO 14000 family 57
track and benchmark the growing trend 59
Sustainable paper suppliers 60
life with print 62
Sappi 63
SourceS and SuggeSted reading 64
what i S the medi a mi x?
the media mix represents the growing number of channels available to
marketeers, encompassing on and off line media. though audiences are
now more fragmented, the combination of old and new channels offers
innovative ways of delivering ever-more targeted and effective messages.
Getting the right balance will ensure that you achieve communication
fundamentals: the right message; at the right time; to the right audience;
and delivered using the right medium.
1 what iS SuStainability? 5
What is Sustainability? 6
Sustainability vs Green? 7
Sustainability car? Sustainable marketing? 8
the role of the media mix 9
Sustainable business is good business 10
Policy and regulation as the driver 12

2 SuStainable choiceS in the media mix 17
Sustainable choices in the media mix 18
Behind the screen 19
effciency in the media mix the impact of paper 23

10 thingS you need to know 24
3 paper: the truly SuStainable media reSource 27
a brief history of sustainability 28
Setting the record straight forestry versus deforestation 29
Paper in the media mix = renewable carbon storage 30
the growing resource 31
Paper a sustainable foundation for the media mix 32
Paper decisions 34
Sustainable choices 35
4 the reality of SuStainable buSineSS 37
perSpectiveS & caSeS
Vrasidas Zavras 39
michael trautmann 40
Barclays Wealth 42
deckers Snoek 43
Worldwide Fund for nature 44
Woolworths South africa 45
the Body Shop 46
page4 Whatisthemediamix? Whatisthemediamix? page5
what i S SuStai nabi li ty?
sustainabilityisaWordthatisbeingheardmoreandmore,
particularlyinbusiness.butbeforeWecanimplementit
Withinthemediamix,Wehavetounderstandit.
1
page4 page5
goinggreen page7 page6 Whatissustainability? Whatissustainability?
what i S SuStai nabi li ty? SuStai nabi li ty verSuS green
SuStai nabi li ty
goi ng green
While the concept is not new, it has been
overshadowed in recent years by the
green movement. But as sustainability has
increased in volume, purely green messages
are getting quieter. What is sustainability
and how does it affect the green debate?
Why is it suddenly on political, public, media
and business agendas?
these are not idle questions, because
sustainability is rapidly becoming a business
necessity. irrespective of beliefs on carbon
emissions and global warming, companies
wanting to do business with a growing
range of other organisations and consumers
have to work towards sustainable business
practices. it is becoming a basic requirement
rather than an optional extra.
But how does this affect the media mix?
Surely if products and services are
sustainable, media choices are too small
to be relevant? the answer to this question
is a resounding no, and the reason for this
response goes straight to the heart of the
concept of sustainability.
the green concept, after dominating
headlines for over a decade, is now on the
wane. this is not to say that much of what
it tried to achieve is no longer valid; rather
that it has been subsumed within a more
viable and wide ranging paradigm.
going green covered a vast array of
activities some more authentic than
others. as the bandwagon gathered speed,
almost every business raced to prove their
eco-credentials. initiatives ranged from the
well-intentioned to the downright cynical.
Organisations that wanted to make a genuine
commitment to going green discovered that
poor defnitions of what it actually meant
made it very diffcult to achieve. they could
fnd that investing in new energy-effcient
technologies resulted in greater pollution in
the manufacturing process. it appeared that
they were damned if they did, and damned
if they didnt.
a more effective model has emerged; it is
called sustainability. Sustainability doesnt
look at products, services or businesses
in isolation; it examines the whole process
as an interconnected and interdependent
whole.
Failure to appreciate the difference
between the two concepts can lead to
epic failures in the media mix. Consider a
marketing brochure, for example, aimed at
highlighting a companys major investment
in green technologies. the marketing
department ensures that the paper used
is environmentally friendly, but may fail to
realise that the printer has used coatings
that are harmful and make it impossible to
recycle. Such a seemingly small detail can
undermine all the companys environmental
good works and signifcantly damage its
reputation.
enVirOnmentally-Friendly
tranSPOrt (e.G. train, BOat, )
manaGed FOreSt FaCtOry uSinG
Green enerGy
enVirOnmentally-
Friendly PrintinG
teChniqueS
marketinG
BrOChure
marketinG
BrOChure
in reCyCled PaPer
COlleCtinG
FOr reCyCle
COlleCtinG
FOr reCyCle
theroleofthemediamix page9 page8 Whatissustainability? sustainabilitycar?sustainablemarketing?
SuStai nabi li ty car?
SuStai nable marketi ng?
the role of the medi a mi x
lets take a vehicle that uses a new
technology to reduce its carbon emissions.
this may be said to be a greener form of
transport, but if we look a little deeper, we
may fnd that it is not sustainable.
manufacture of the vehicles new technology
might require rare materials which could
be rapidly exhausted. Fragile ecosystems
could be damaged or even destroyed during
the production process. the intensity of
manufacture could expend more energy than
that saved from the new vehicles reduced
carbon emissions. We must also look at
end-of-life disposal, and the potential
impact this would have on societies and
environments.

even if manufacture is sustainable, there are
other factors to consider if the vehicle as a
whole is to be considered sustainable. in
the media mix, for example, the paper, inks
and coatings used for potentially millions of
marketing brochures and user manuals will
have a big impact, as will the energy required
for online marketing activities.
making something green is relatively easy,
whilst making it sustainable is a far more
diffcult but effective indicator of its
overall impact.
though the concept of sustainability
hasyettobedefineddefinitively,in1987
the World commission on environment
and development descri bed i t as,
development that meets the needs of
the present, Without compromising the
ability of future generations to meet
theiroWnneeds.
2 five years later, the declaration of
rio on environment and development
saW sustainable development as being
supportedbythreepillars:environment,
economicandpeople.
the media choices we make will always
be based on the effectiveness of delivery,
but the profusion of channels gives the
marketeer a huge amount of choice. With
decisions made, we need to ensure that
wherever possible, our methods do not harm
the environment and can exploit renewable
resources. in addition, these renewables
must be responsibly used so that they are not
depleted to the extent where regeneration
is impossible. activities must also reduce
impact on the environment by combating
pollution and waste.
the critical difference between sustainability
and green is that these choices must also
be informed by business reality and a wider
social awareness.
sustainability is very much concerned
With the media mix. the decisions made
by media professionals and marketeers
Whether to use paper, broadcast or
digital channels, for example may
appear to be insignificant, but When
these decisions are multiplied across
Whole industries, small choices can
haveabigimpact.
environment
people economic
thebutterflyeffect
smallchoicescanhaveabigimpact
page10 Whatissustainability? sustainablebusinessisgoodbusiness page11
SuStainable buSineSS iS good buSineSS
Sustainability is an idea that started to enter
the modern public consciousness in the 1970s,
but at this early stage it was largely driven by
proft rather than ecological awareness. at
that time, oil crises and spiralling transport
costs focused the business mind on more
effcient use of commodities. in some cases
this led to collocation of raw materials and
manufacturing sites with markets. Businesses
noticed that following this principle allowed
them to use fewer resources, cut costs and
gain a competitive edge. if savings could be
made at this stage of the production lifecycle,
then why not elsewhere?
this understanding coincided with the
realisation that commodities were fnite and
would not last forever. as we approached
the 1990s, this was combined with growing
awareness that the burning of fossil fuels
was releasing large amounts of carbon into
the atmosphere, with potentially catastrophic
effects on the global climate.
Some organisations began to examine
in more depth the resources they were
using and if they could be employed more
effciently. in the electronics industry, for
example, some forward thinking companies
began to look at the materials that went into
hardware production. this exploration delved
down into great detail even to the amount
of chemicals used in tiny components.
reducing the small amounts used may, at
frst glance, appear to offer little in the way
of resource savings. electronic components,
however, are initially made from rare ores
from which copper, zinc, tantalum, gold and
silver and many other precious metals are
extracted. Copper ore of a very high quality
contains about 4 per cent of copper every
kilogramme of copper requires 250kg of ore,
plus the chemicals to extract and refne it.
ultimately, vast amounts of raw materials
have to be moved, crushed and treated to
produce the many devices we use in our
everyday life.
From here, companies began to look at every
stage of the products lifecycle, from raw
materials to manufacturing, from energy
use to transportation, from packaging to
end-of-life disposal. now, sustainability
considerations go to an even higher level,
looking at the energy use not only of the
product, but also those systems that
interoperate with it. after all, there is little
point in creating a product that is resource
effcient if it depends on others that are
resource intensive. Sustainability in business
is a truly holistic concept that encompasses
all aspects of production, consumption,
marketing and disposal.
for the frst time in history, manufacturers,
retailers and consumers have to understand
that economic growth cannot continue to
mean growth in the use of resources.
a
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e
F
G
h
i
2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2
2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2
2 2 2 2 2 2 2 2 2 2 2 2 2 2 2
2 2 2 2 2 2 2 2 2 2 2 2
2 2 2 2 2 2 2 2 2 2
2 2 2 2 2 2 2 2
2 2 2 2 2 2
2 2 2 2
2 2
policyandregulationasthedriver page13 page12 Whatissustainability? policyandregulationasthedriver
poli cy and regulati on aS the dri ver
media professionals need to know how
sustainability is affecting the communications
business, and the businesses they work
for. Governments and corporations now
demand that their suppliers meet minimum
sustainability requirements, and that these
suppliers ensure that their supply chains are
similarly sustainable. this means that the
companies that supply the companies that, in
turn, supply governments and corporations
have to prove their sustainability too.
in essence, sustainable business is
becoming more than good business very
soon it might be the only kind of business.
the writing is on the wall.
this sustainability trickledown effect in
supply chains is refected in a Packaging
digest survey:
- awareness of sustainability issues almost
doubled between 2007 and 2008;
- in 2009 90 per cent of respondents reported
that sustainability was now a consideration
in packaging design;
- Corporations are taking a lead, with Walmart
and Procter & Gamble identifed as just two
companies demanding strong
sustainability credentials from
suppliers.
4

regulation is building sustainability into
procurement processes around the world.
- european union enshrines sustainability in
procurement through legislation
5

6
and
many member states use procurement
to promote sustainability in the wider
economy;
- the public sector has a vital role in
furthering sustainable development,
through its procurement of buildings,
goods, works and services...public
procurement is seen as a lever to achieve
wider environmental, social and economic
policy objectives.
7
the uk Offce of
Government Commerce;
- the uS is changing from an incentives-
based approach to a regulatory one;
- in 2009 President Obama signed executive
Order 13584, to establish an integrated
strategy towards sustainability in the
federal government and to make reduction
of greenhouse gas emissions a priority for
federal agencies...the federal government
must lead by example.
8

legislation and regulation is going global
and businesses are falling into step. in the
near future, compliance with sustainability
regulation will be as critical to an
organisations survival as compliance with
fnancial regulation.
[Sustainability/environmental/social issues] have very real and
direct implications for doing business in Sa, and if you want to
still be in business in years to come, you need to understand
what you are doing to contribute to or curb the effects. Gail
klintworth, Chairman of unilever in South africa.
3

SuStainability iS everyoneS buSineSS
whatever the Sector, and whatever the
roleS within that Sector. organiSationS
need to underStand, implement and
demonStrate SuStainability.
the Sappi BlueGreen award celebrates the
power of print to engage audiences with
meaningful causes. this accolade recognizes
the extraordinary way your work has played
a role in touching the lives of many.
page16 Whatissustainability? policyandregulationasthedriver policyandregulationasthedriver page17
SuStainable choiceS in the media mix
all channels used in the media mix have a sustainability
cost. as media professionals We need to make informed
decisions, using combinations that ensure We minimise
thenegativesandmaximisethepositives.papermakesour
choices easier, offering a truly sustainable ingredient
tothemediamix
2
page16 page17
behindthescreen page19
SuStai nable choi ceS
i n the medi a mi x
everything that we consume has an
economic, environmental and social cost,
from the food we eat to the entertainment
we enjoy. in a world where this cost is
becoming increasingly evident, it makes for
tough decisions for businesses that wish
to engage in sustainable media activities.
the important thing here is balance
ensuring that production and consumption
are mitigated by taking steps to lessen cost
and where possible, ensure that the impact
is a positive one.
in the infancy of information technologies
in the 1970s, experts predicted that digital
offces would end our reliance on paper. this
was perceived at the time as a way of reaping
a fnancial and environmental dividend. the
prediction has not been realised, however,
with paper consumption increasing, rather
than decreasing, as the digital age has
matured.
it is not a case of paper or digital, but rather
paper and digital paper remains, and will
remain, an irreplaceable component in the
media mix. as well as a unique and powerful
medium, paper is the only truly sustainable
choice.
the idea that the paperless offce would
be environmentally positive also hides a
widely held assumption that paper is the
bad guy, and that digital solutions are an
environmental panacea. if consumers are
to pursue truly sustainable policies rather
than a meaningless tick box approach, this
misconception needs to be laid to rest.
most paper manufacturers, perhaps because
of misconceptions about their ability to be
sustainable, have already made huge strides
in this feld and, indeed, are members of
one of the few, truly sustainable industries.
it is interesting to note, for example, that
while paper production has increased, the
industry has decreased its carbon emissions.
So now is the time to look at the cost of
media channels so that businesses and
consumers can make intelligent decisions
in their search for sustainable living.
What is evident is that choices are not always
as straightforward as they might appear.
page18 sustainablechoicesinthemediamix sustainablechoicesinthemediamix
behi nd the Screen
the digital age has brought massive change
in a little more than a decade. We increasingly
read onscreen, whether this is through web
pages or in a variety of electronic document
formats. information and communications
technology (iCt) is a hugely powerful tool to
transfer ideas, messages and images, and
few media strategies would be complete
without integrated digital components. there
is an assumption, however, that the virtual
nature of this communications medium
saves paper, is clean and helps protect
the environment. But is this true?
if we look at a relatively large and frequently
accessed document, such as an important
reference work, onscreen viewing begins to
look less attractive. Printing the document
is a one-off cost once the paper is used
it is no longer a drain on power or natural
resources, and it continues to act as a
carbon store. Printed documents are a
long-lasting, sustainable resource that cost
nothing to access.
While the iCt industry is working to ensure
more energy-efficient and sustainable
technologies, the digital option relies on a
huge technological infrastructure that must
be online 24 hours a day, seven days a week
and 365 days a year. the information we use
is stored on constantly running servers,
drawing power for operations and cooling.
every time the document is accessed
onscreen, it demands additional power.
Furthermore, with the document available
electronically, it can also encourage users
to print piecemeal each and every time they
need to reference the document, removing
the perceived environmental savings from
not printing the document in its entirety from
the outset.
latest available fgures show that the it
infrastructure supporting the internet and
onscreen reading was responsible for:
annual eleCtriCity
uSe exCeedinG
that OF COuntrieS
that inClude SWeden,
ireland, nOrWay
and POland
10

10% OF all enerGy
uSe in Germany, PrOduCinG
33,000,000
tonS of co
2

11
1% of global
electricity uSe
152 billion
kw/h per year halF OF
thiS WaS Burnt On SyStemS
needed tO COOl SerVerS
alOne
9
behindthescreen page21
Spam, Spam, chipS and Spam
the environmental cost of email can also be seen through
the surprisingly high impact of spam. a 2009 report by it
security specialist mcafee15 found that 62 trillion out of
68 trillion emails generated globally were spam (around
90 per cent of all email traffc). the amount of data send
via email across internet has been estimated to 426
PB (Peta Bytes, 10
15
or thousand million mega bytes).
the cost of sending, receiving and deleting these spam
emails equates to:
page20 sustainablechoicesinthemediamix behindthescreen
the real coStS of the virtual world
While the end use of digital information is
perceived as virtual we should not forget
it is based on very tangible technologies.
looking more deeply, the hardware that we
view digital media on is resource intensive.
there is a substantial price to pay in the
manufacture, packaging, delivery, recycling,
refurbishment and disposal of it.
We should also remember that the lifecycle of
digital hardware is getting shorter and shorter
as new innovations accelerate. the need to
obtain new resources and dispose of obsolete
technologies is putting a greater strain on the
search for sustainable practices.
a united nations university study
16
found that
an average desktop computer and monitor
requires at least 10 times its weight in fossil
fuels and chemicals to manufacture; much
more materials intensive than an car or a
refrigerator, for example, which only require
1-2 times their weight in fossil fuels.
researchers found that manufacturing one
desktop computer and 17-inch cathode ray
tube (Crt) monitor used at least 240 kg of
fossil fuels, 22 kg of chemicals and 1,500 kg
of water a total of 1.8 tonnes.
this environmental bill can translate into
health costs. Computers and monitors contain
heavy metals such as lead, mercury, cadmium
and chromium, which pose potential health
risks to production workers and environmental
risks to water supplies near landflls where
they are eventually dumped.
Search for SuStainability
the sustainability impetus behind the google
black search engine gives us a further
indication of the cost of online consumption.
it is estimated
12
that if everyone used the
black screen version of the search engine
rather than the usual white, it would save 15
watt hours per person, per day. this would
result in 3,000 megawatt hours per year,
which is equivalent to the total power used
by nearly 1,000 people in a year
13
.
the ecosia
14
search engine takes this
concept one stage further. in concert with
Bing, yahoo! and the Worldwide Fund for
nature (WWF), ecosia gives 80 per cent of its
advertising revenue to a rainforest protection
charity. Furthermore, ecosias servers only
run on sustainable energy sources. ecosia
estimates that every search saves 2m
2
of
rainforest, and that it has helped to save
more than 33 million m
2
by early 2010.
33 terawattS of
electricity / year
20 million tonS of
greenhouSe gaSeS
POWer
COmSumPtiOn OF
2.4 million
homeS / year
SpamS
Small actionS
can have big
implicationS
ifjust
10%ofusers
unplugged
theirphone
chargerfrom
theWall
Whennotuse
theenergysaved
couldpoWer
60,000homesfor
ayear
20
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r
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i
o
n

c
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S

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efficiencyinthemediamixtheimpactofpaper page23 page22 sustainablechoicesinthemediamix behindthescreen
pay per view
We should also understand that other digital
devices used in the media mix carry a cost
too. the trend towards larger tVs made
possible by plasma and lCd technologies
is increasing power consumption.
17

the mobile phone has transformed the way
in which we live, work and do business. it
has brought huge benefts and is playing
an increasing role in media strategies. We
do, however, need to factor in sustainability
considerations.
in 2009, 4 billion people had access to a
mobile device and the internet
18
and this is
set to double by 2020. the industry is working
hard, setting itself ambitious targets to make
this growth carbon neutral. even so, the
mobile phone industry currently produces
245 mega-tonnes of carbon emissions every
year, which is equivalent to the emissions of
a country the size of the netherlands
19
.
the unSocial face of Social media?
Social media is playing an increasing role
in the media mix. it is one of the dividends
of the digital revolution, allowing media
professionals to target highly specialised
audiences and build communities of interest
around products, brands and issues.
Growing awareness from users, however,
means that they are using social sites to
expose and lobby against these networks
unsustainable business practices. Greenpeace,
for example, has set up a Facebook group
21

to lobby Facebook to use renewable energy.
this follows Facebooks planned opening
of a major data centre in the uS in 2011.
While Facebook has done in its homework
in terms of using the latest energy effcient
technologies, it hasnt ensured that the supply
chain is similarly sustainable. the data centre
will be powered by coal an energy source
that Greenpeace describes as the dirtiest
source of energy and largest single source of
global warming pollution in the world.
22
if nothing else, Greenpeaces Facebook
campaign shows the care that we all must
take when making sustainable media choices,
and the need to examine the whole supply
chain.
improving effciency getting greater return
on expenditure of resources is obviously
a key component of sustainability, as well as
being the foundation of good business.
lcdtv
196 wattS
plasmascreen
326 wattS
crttv
146 wattS
greenpeaceS
facebook
campaign
effi ci ency i n the medi a mi x
the i mpact of paper
in the media mix this can mean using the
channel that reaches a larger audience, and
delivers a message that inspires more people
to take a desired action. research from
microsoft advertising
23
in november 2009
provides some interesting fndings in terms
of the most effcient media channels:
another study in 2009, from the Outdoor
advertising association , came to similar
conclusion. Print advertising yielded 6.23
for every 1 spent, whilst outdoor advertising
and tV generated only 3.57.
the choice between paper, broadcast and
digital is not as obvious as we might think,
depending on a number of factors: the needs
of the reader, the source of the paper being
used and if it is recycled after use.
as we will discover in the life in the
sustainable forest chapter later, using paper
from certifed sources and appropriate
recycling can actually protect forests and
increase carbon capture.
microSoftS Study
covering 26 major
uk retailerS
spent
tv
generated
2.15
online
generated
3.44
print
generated
5
1
we are likely to uSe all of the channelS
available within the media mix becauSe they
each bring unique attributeS. by avoiding
myth and miSconception, we can enSure
that our deciSionS are SuStainable oneS.
page24 sustainablechoicesinthemediamix efficiencyinthemediamixtheimpactofpaper efficiencyinthemediamixtheimpactofpaper page25
10thingsyouneedtoknoW
1. aneWingredienthasbeenaddedtothemediamix.joining
considerations of audience, message and channel is a
neWfactorsustainability.
2. althoughtheconcepthasbeenaroundforalongtime
hundreds of years sustainability has suddenly
rocketedtothetopofthebusinessagenda.
3. as the lustre has faded from the green movement,
sustainability has coalesced as the true measure
of a companys commitment to economic, social and
environmentalresponsibility.
4. forestryandpaperaretheWorldsonlytrulysustainable
industries.
5. sustainability is finding its Way into government and
corporate policies in future, if you Want to do
business, you Will need to prove your oWn commitment
tosustainability.
6. sustainabilitycannotbefaked.itisaconceptthatisbigger
thananysinglecompanysactivities.itencompassesyour
supplychainand,inturn,thoseyouareapartof.
7. sustainabilityisarootandbranchrevolutionintheWay
thatWedobusinessthatWillchangetheWayWepackage,
share and communicate messages With customers and
otheraudiences.
8. smallactionsarenotenoughontheiroWn.turningoff
unnecessarylightsisagoodfirststep,butyoushould
alsothinkabout:ensuringthatlightbulbsareenergy
efficientandsustainablyproduced;andifyourenergy
supplierisusingreneWablesourcesofenergytomitigate
theimpactoffossilfuels.
9. sustainable business is good business; improving
efficiency, cutting costs and driving sales (through
enhancedreputation).getitWrongandyoucouldfind
yourselffrozenoutbycustomers.
10. thisismoreimportantthanbusiness.asernstligteringen,
chiefexecutiveofthegrisustainabilityindexsaid,as
We face a sustainability crisis that could ultimately
eventhreatenourveryexistenceasaspecies,Weneed
to knoW hoW our companies are positioned to rise to
thechallenges,providesolutionsandadapttocoming
changes.
1

source:???
page25 page24
page26 sustainablechoicesinthemediamix efficiencyinthemediamixtheimpactofpaper efficiencyinthemediamixtheimpactofpaper page27
paper: the truly SuStainable media
reSource
for businesses to pursue sustainable media strategies,
theymustlooktotheiroWnactivitiesandthoseoftheir
suppliers. if paper is to be an integral part of the mix,
WemustbeconfidentthatWebuilduponthefoundation
ofanentirelysustainablemediaecosystem.
3
page26 page27
settingtherecordstraightforestryversusdeforestation page29 page28 paper:thetrulysustainablemediaresource abriefhistoryofsustainability
a bri ef hi Story of SuStai nabi li ty Setti ng the record Strai ght
foreStry verSuS deforeStati on
it was in the feld of forestry in 1713 that a
man named hans Carl von Carlowitz frst
developed the concept of sustainability as
we understand it today.
in 18th century Saxony, the ore mining
industry was undergoing a boom. huge
amounts of timber were needed, to shore
up ever-deeper underground tunnels and
to fuel the furnaces that smelted the ore.
Following years of growth, the industry
suddenly faced a catastrophic problem.
minings rapacious demand for wood
devastated forests in the surrounding areas.
efforts to tackle the problem altering
the path of rivers so that timber could
be imported from further afeld led to
rocketing transport costs and eventually
exhausted forests from further and further
away. this combination of factors caused
the collapse of the mining industry and the
loss of thousands of livelihoods.
driven by the failure of the mining industry,
Carlowitz wrote a pioneering book on the
sustainable management of forests. he had
the perfect background to understand the
issues, working as a mining administrator
and being the son of a forester. in following
the sustainability concepts contained in
Carlowitzs book, industries dependent on
timber could ensure both the survival of
forests and their own businesses.
the idea that consumption in one area of
activity can have serious implications in
another seemingly unrelated endeavour
holds important lessons on sustainability in
the modern media mix.
many forests have been sustained for
hundreds of years. With a growth lifecycle
that can be between 60 and 120 years,
responsible foresters understand that what
they do now will impact their children, and
their childrens children.
Forestry is one of the few, truly sustainable
industries where resources lost through
consumption are immediately replaced as
part of carefully managed, long-term plans.
an opinion survey conducted on behalf of the
european Commission in 2009
27
, however,
suggests that public perceptions of forestry
are at odds with the reality. a possible cause
is the use of terminology in the media, where
deforestation is often confused with the
cutting of timber in well managed forests.
deforestation is a problem, but this is a
phenomenon mostly found in the developing
world where huge tracts of forest are cut
down and not replaced, making way for
lucrative agricultural projects such as palm
oil production.
in understanding how paper contributes to a sustainable media mix, media professionals can
promote better practices internally, both to the Board and staff, and help to build reputation
externally. this chapter gives you a whistle stop tour of the information you need to ensure
sustainability in the media mix, and establish paper as the pre-eminent source.
forests are precious: a reminder of our past, vital to our present and a symbol of our future. the
paper industry is a vital part of the forestry ecosystem and essential to symbiotic relationship
that has facilitated the survival of forests and of us all for hundreds of years.
cover of Sylvicultura
oeconomica.
hanS carl von carlowitz

oder hauSSwirthliche
nachricht und
naturmSSige
anweiSung zur wilden
baum-zucht of 1713
of braSilian foreSt
20%
in brazil 20 per cent of all forest
clearance relates to cattle grazing
and soya bean production the latter
an ingredient in cattle feed. this is a
loss of forest area equivalent in size to
continental europe, simply so that We
canbuycheapburgers.
28
thegroWingresource page31 page30 paper:thetrulysustainablemediaresource paperinthemediamix=reneWablecarbonstorage
paper i n the medi a mi x
= renewable carbon Storage
the growi ng reSource
evidence is showing that forests, and
derivatives such as paper, play a vital role
in capturing and storing carbon from the
rapid increase in industrialisation and
urbanisation.
a 40-year study of african, asian, and South
american tropical forests by the university
of leeds showed that tropical forests absorb
about 18 per cent of all carbon dioxide added
by fossil fuels, while a 2004 report by the
uS environmental Protection agency found
that forests there captured over 10 % of the
carbon dioxide released by the combustion
of fossil fuels, and that urban trees captured
an additional 1.5 per cent.
it is also becoming clear that harvesting of
trees in well managed forests can increase
carbon capture. a 2007 Science Policy note
from the Canadian Forest Service (CFS) found
that carbon in harvested trees continues to
be stored after felling, e.g. in wood used in
furniture and construction, as well as that
used in books and other paper products.
this remains securely stored until these
products reach the end of their lifecycle
and are burnt or sent to landfll; effective
recycling can extend the period of carbon
storage even further by extending its useful
life. Consequently, the effects of felling in
these forests are negligible, and the note
concludes that better managed forests can
actually reduce carbon emissions.
the CFSs findings are supported by
the uns intergovernmental Panel on
Climate Changes Fourth assessment
report: mitigation of Climate Change in
2007, which stated that, ...a sustainable
forest management strategy aimed at
maintaining or increasing forest carbon
stocks, while producing an annual
sustained yield of timber fibre or energy
from the forest, will generate the largest
sustained mitigation benefit . also in 2007,
the Journal of Forestry concluded that
sustainable management practices keep
forests growing at a higher rate over a
potentially longer period of time, providing
net carbon capture benefits in addition to
those of unmanaged forest.
the paper industrys support of responsible
management is increasing forest resources.
in europe, a third more trees are planted
than are harvested, which is helping to see
forest area increase by the equivalent of
1.5 million football pitches every year. in
addition, the paper industrys efforts to be
sustainable ensure that:
- most of the wood used is lower quality
industrial round wood that is not ft for
any higher quality sawn timber purpose
and therefore used for paper production,
particle boards or energy generation;
- more than a quarter of the wood used is the
by-product of other industrial processes;
- most of the remainder comes from forest
thinning; a process where unhealthy trees
and those of a lower quality are removed
to ensure the continued health of those
that remain.
We often see a message at the end of an email
that suggests printing it onto paper is bad
for the environment. yet research is showing
that this can be far from the truth.
Printing an email using paper from
responsible producers, combined with
appropriate recycling, protects the future
of the forest, its rich ecosystem and can
help to combat climate change. Consumers
concerned about deforestation would be
more accurate in stating, please think
about the environment before buying a beef
burger and consider a vegetarian option
instead!
paperasustainablefoundationforthemediamix page33 page32 paper:thetrulysustainablemediaresource paperasustainablefoundationforthemediamix
paper a SuStai nable foundati on
for the medi a mi x
forests exist because of a delicate balance,
both in terms of the uses we ask of them
and the ecology that supports and is
supported by them. the paper industry is
integral to this balance. 2010 is the uns
year of biodiversity, and as we shall see,
the paper industry goes to extraordinary
lengths to ensure that it protects forests
biodiversity and the wider environment.
plants found within the habitat
receive particular care. use of
chemicals is minimised through
careful silviculture. When their use is
unavoidable, only licensed chemicals can
be used, only in the necessary quantities
required and only in an environmentally
sound way.
Soil recei ves wi de-rangi ng
protection. Fertilisation to increase
tree yield is not allowed, while
liming used to regulate soil acidity
is avoided. it is only permitted after in-
depth analysis by soil and forest nutrition
experts.
trees species are an important
consideration. mixed stands of
trees have to be maintained,
promoting the productivity and health of
plantations. Forest managers must ensure
a wide variety of tree species to meet
local demand and reduce the need for
long distance transport. native trees are
maintained and protected among foreign
species. a sustainably managed forest is
a net carbon store, despite the removal of
trees, because logging is balanced with re-
growth. twigs and stumps are left behind,
leading to continuous enrichment of the soil
and ongoing carbon storage.
the protection of indigenous animal
life is also a key consideration
when deciding on the plant and tree
species maintained in the forest. Studies
ensure that changes in tree composition do
not adversely affect fauna.
in forests, water sources are
similarly protected, with a ban
on new drainage facilities. in the
paper production process, responsible
manufacturers go to great lengths to
maximise water effciency while it is used
to hold, transport and distribute paper fbre,
and in the steam systems used to generate
energy. Water is recycled wherever possible
and fltered and treated before and after
use. responsible paper manufacturers
are achieving a decline in harmful effuent
discharge.
the natural regeneration of tree
species takes priority over new
seeding and planting. Where
seeds are used, managers have to know
the provenance of their stocks ensuring
that the trees they believe they are planting
are the ones that actually grow. in many
cases, genetically modifed varieties are
not allowed.
vehicle use is kept to a minimum
to protect the soil. Where driving is
allowed, it is on carefully built roads
that combat soil compression. the effects of
transporting paper products are mitigated
by an increasing move from road to rail and
ensuring suffcient local supply.
machinery used is often built
specifcally for use in the forest.
Oils and hydraulic fuids are easily
biodegradable so that in the event
of a spillage, as little harm as possible is
done to the forest. Operators are highly
skilled, trained in areas such as ecology,
ensuring that they can take the necessary
steps to protect habitats.
responsible paper producers also
ensure that the amount of waste
that goes to landfll is minimised
by, for example, re-using waste products
within the production process.
responsible manufacturers work to
ensure energy use is the minimum
required, and that wherever
possible, comes from renewable resources.
in maastricht in the netherlands, one
project harnesses the heat generated from
paper production to help power the local
town and reduced CO
2
emissions by 80 per
cent. through ongoing energy effciency and
the use of alternative fuels such as waste
oil and recovered tyres, one mill in north
america has been able to reduce purchased
oil consumption by 40 per cent.
ink is an important component
of using paper in the media mix.
awareness of sustainability and
customer demand is leading to a new
generation of inks which use renewable and
recyclable resources such as soy, vegetable
oil and starch. refecting the cross-discipline
nature of sustainability, ink manufacturers
are also helping the printing industry recover
and recycle inks and solvents from recycled
paper.
1 3 R
2 4
sustainablechoices page35 page34 paper:thetrulysustainablemediaresource paperdecisions
paper deci Si onS SuStai nable
choi ceS
When making decisions about using paper
in the media mix, recycling usually comes
high on our list of priorities. Printing
documents on recycled paper has become
a prerequisite. and yet, the media choices
we make are not so cut and dried. While
recycling is of huge importance to achieving
sustainability, virgin fibre paper can be the
more sustainable choice.
the paper you choose in the media mix will
be determined by quality requirements
opacity, brightness or roughness. it is
important to select the most appropriate
fbre composition for each specifc end
use and the lowest possible environmental
impact. Virgin fbre can only be re-used up
to seven times; after this the fbre becomes
too short and weak. this loss of strength
and optical properties during the recycling
process can also mean that recycled paper is
not relevant to the communications planned
for high quality print, virgin fbre paper
grades are more effcient and offer more
choice for a range of media needs.
the decision to use recycled paper is
dependent on a number of other factors.
in high population areas with small timber
resources such as the uk, it can be more
effcient to collect recycled materials than it is
to transport or import virgin fbre. Conversely,
in countries with low populations and high
timber resources, such as Canada, collection
and transportation of recycled material is
likely to carry a higher environmental cost
than using fresh timber.
there are pros and cons too in terms of
energy effciency. the recovery of fbre from
waste paper requires less energy than virgin
pulp production. Virgin fbre production,
however, often uses renewable energy
(biomass), and is energy self-suffcient
in some cases there is even a surplus to
feed back into the grid.
to be sustainable, we must also look at the
fnish and coatings on the papers that we
choose. the paper used may be endorsed by
a relevant certifcation body such as FSC, but
this is not the end of the story. the addition
of PVC coatings for example, could have
implications in terms of chemicals employed
(dioxins and PCBs) and make it impossible
to recycle.
there are resources to help media
professionals make the right paper choices
for the media mix, such as Paper Specs:
www.paperspecs.com.
the use of responsibly managed forest
products can only bring maximum beneft if
end users, customers, printers and suppliers
come together.
in demanding sustainable products
efficiently produced paper with low
environmental impact, effective recycling
and waste reduction and improved production
and logistic processes we can ensure
that paper remains a sustainable part of
the media mix.
in countrieS with low populationS and high timber reSourceS, collection and tranSportation of recycled material
iS likely to carry a higher environmental coSt than uSing freSh timber
uk canada
reSponSible paper manufacturerS go
to extraordinary lengthS to protect
and augment our preciouS natural
reSourceS. it iS one of the worldS few,
truly SuStainable induStrieS and the
foundation of a reSponSible media mix.
page36 paper:thetrulysustainablemediaresource sustainablechoices sustainablechoices page37
4
page36
the reality of SuStainable buSineSS
perSpectiveS & caSeS
for any organisation starting its journey toWards a
sustainable media mix, the task might seem a daunting
one. yet there are many successful companies already
integratingsustainabilityintotheireverydayoperations
and media strategies. here We look at case studies and
hear first hand from companies using sustainability in
themediamix.
page37
vrasidaszavras page39 page38 therealityofsustainablebusiness vrasidaszavras
vraSi daS zavraS
dePuty General manaGer, PiraeuS Bank
perspectives
Piraeus Bank is one of the most dynamic
and active fnancial organisations in Greece
today. Founded in 1916, the bank moved
from state-ownership to the private sector
in december 1991. Since then, it has grown
continuously, both in the size and scope of
its activities.
why does piraeus bank care about
sustainability?
We strongly believe that the private sector
has an active role to play in responding to
global environmental problems. this belief
has led Piraeus Bank to formulate and
establish its sustainability strategy. We are
convinced that our business activities will
be more effective if carried out in a socially
robust environment. that is why we focus
on Corporate Governance, and we invest in
society, culture and the environment.
what are piraeus banks key sustainable
activities?
Sustainability is a strategic choice for
Piraeus Bank. Our Board of directors
made a clear commitment back in 2003 that
environmental and social dimensions inform
our business decisions. Sustainability is also
hardwired into the objectives of the Banks
codifed articles of association (as amended
in may 2008).
We have established two divisions to lead
our sustainability vision; our Green Business
General division and the CSr General
division. they work towards: reducing the
Banks operational environmental impact;
creating innovative green banking products
and support for green entrepreneurs;
providing information and education for
employees, subsidiaries and the general
public; and towards strengthening our
social responsibility through programmes
that support long term cultural and social
activities.
what does piraeus bank get back for its
investment in sustainable business?
increasingly, consumers are becoming
environmentally aware and are showing
preferences for companies that address
sustainability issues.
We use ongoing communication with our
key audiences to show that Piraeus Bank
is a responsible and effective fnancial
services institution. this has included
road-shows and the Green BankinG
branch, the frst of its kind in the Balkans.
it keeps our customers abreast of our latest
sustainability initiatives.
the response from our customers has
been very positive, with huge increases in
the number of people visiting our Green
BankinG branch.
how does paper ft into your sustainable
media strategies?
We have always considered paper as an
indispensable tool in our marketing efforts.
its unique set of traits means that even
features like texture and quality have an
effect on the customer that would be hard to
achieve otherwise. using recycled paper and
eco-friendly paper products has now become
our priority, as it fts in perfectly with our
policy to reduce our ecological footprint.
Piraeus Bank was the frst large organisation
in Greece and the Balkans to introduce
recycled and non-chlorine paper for internal
printing purposes; and this created a new
market for recycled paper in Greece. We
estimate that by using recycled paper we
have protected 35,000 trees to date.
is sustainable business good business?
We have made an ethical commitment
for the future, because quality of life is
intricately connected to the quality of the
environment and the quality of society in
general. Our sustainability actions reduce
the environmental impact of the Bank,
and create new opportunities for green
businesses. these businesses beneft the
environment, boost the economy and also
generate new jobs. ultimately, this is how a
responsible business should think and act!
the recent fnancial crunch had a defnite
affect on the global economy. however, as
with all crises, it has presented a raft of
new opportunities. We, in Piraeus Bank,
believe that sustainable business is the
vehicle that will lead us out of the crisis
and will set a sound foundation for the
future economy. in other words, we view our
pursuit of sustainability as our competitive
advantage.
PICTURE
michaeltrautmann page41 page40 therealityofsustainablebusiness michaeltrautmann
mi chael trautmann
CO-FOunder OF kemPertrautmann
michael trautmann is co-founder of
kempertrautmann, one of europe most
successfull marketing agency based in
Germany. the agency advises clients
on developing credible sustainability
initiatives, and using these to help drive
their business.
in the past 20 years, green and sustainability
marketing has become more than just a
phrase. a growing number of companies
are realising that modern business has to
address issues that go beyond the bottom
line. todays customers want great products
at a reasonable cost, and which are better
for the environment. Sustainability has
moved from being a niche market into the
mainstream, and if companies want to
harness the power of this movement, there
are some fundamental rules that they should
follow:
think big / start small
Some companies start with an ambitious
vision, such as We want to become a true
leader in green marketing. While this is
to be applauded, translating desire into
reality is often easier said than done. So
while you may have a big vision in mind,
start with some quick wins. in marketing
terms, this can include using a responsible
and sustainable paper supplier, recycled
paper, carbon neutral printing or any other
initiative that helps to save resources,
energy or waste.
think / act / talk
the order of activity here is critically
important. dont go public about a green or
sustainability marketing initiative before you
really have a clear understanding of what
your company is able to change and what it
can deliver. many companies fall into this
trap. if you talk the talk, but fail to walk the
walk, trust is gone and youll fnd it much
harder to generate a credible sustainability
strategy in the future. have a clear plan about
whats possible whats not. deliver results
and then start to talk or even better, let
others do the talking for you.
listen / learn / lead
use Social media to listen to your customers;
use platforms like utOPia in Germany. learn
everything about the needs and wants of your
target audience. you dont need a research
company in the beginning, just go online
and discover what you need to know from
the web. discuss with your customers and
with your critics and learn from them, but
if you want to become a true leader in your
sector, you have to do this quickly.
build a community
attract the new sustainability target
group, known as lifestyle of health and
sustainability (lOhaS) and encourage
them to become fans of your brand. lOhaS
number in the millions, and they are people
with economic muscle and infuence who
demand identifable brands, high quality
products and environmental and social
responsibility. they expect more, but they
spend more.
be true to your customers by being true to
yourself
dont stretch the truth. always be honest
you dont have to be perfect from the very
beginning, but you do need to be authentic.
Customers in the digital age are well-informed
and can quickly establish if you are a serious
and honest company. always look at the bigger
picture and develop ways to bring your whole
range of products and activities into your
sustainability marketing programme.
Whatever your views on sustainability, it is an
issue for your customers. its not a passing
fad or something that is nice to have: it is a
powerful way to differentiate your company
from its competitors, and in many industries,
will be critical to survival.
perspectives
deckerssnoek page43 page42 therealityofsustainablebusiness barclaysWealth
barclayS wealth
BankinG On media eFFiCienCy
deckerS Snoek
SuStainaBility in the Small Print
description
Barclays Wealth is a leading global wealth
manager, with total client assets of 134.1bn
in 2009 and offces in over 20 countries. in
2006, Barclays Wealth embarked on a media
campaign that aimed to raise its profle
among target audiences, balancing high
impact with cost effectiveness. importantly,
the campaign also had to meet Barclays
sustainability goals, which aim to manage
economic, ethical, social and environmental
impacts and encourage its supply chain to
be more sustainable.
details
Barclays Wealths aim was to create an
advertising campaign that gave it instant
presence in the market. the company,
working with Ogilvy advertising, chose
print as the most effcient and cost effective
medium, allocating 89 per cent of the budget
to this sector and only 10 per cent to online
activity.
By targeting uk and pan-european news,
lifestyle and business press, and coordinating
with these publications editorial content,
the campaign proved to be versatile enough
to accommodate the full range of target
audiences. Barclays Wealth also found
that print advertising extended the reach
and resonance of the campaign; adverts
were not only seen by target audiences, but
also valuable secondary readerships. this
gave the brand a ubiquity and stature that
exceeded what would normally be expected
of the campaigns 3 million budget.
Barclays Wealth found that press advertising
was the most effcient use of resources,
bringing their message alive to a diversity
of audiences, and rapidly helping the brand
to gain credibility.
description
deckers Snoek is one of europes leading
printers, trusted by organisations such as
renault, the BBC and Pioneer to deliver high
quality publications. For over 200 years the
companys passion for print has ensured
that they see each and every publication as a
work of art, and it is now a leading advocate
of combining quality with sustainability.
details
deckers Snoek believes that it has a
fundamental responsibility towards
protecting the environment, and is working
to ensure it operates in the most sustainable
ways possible. they are integrating
sustainability into every aspect of their
operations. While it has already achieved
iSO Standard 9001 for quality, the company
is striving to gain iSO 14001 certifcation for
sustainability and has signed the Flemish
governments environment Charter.
in an industry that is dependent on a range
of chemical processes, sustainability is not
always easy, but the company does all it
can to reduce waste and emissions. Print
colours are only sourced from companies
that share deckers Snoeks sustainability
vision, and while it is not yet possible to
use totally environmentally friendly drying
powders and inks, colours are largely made
up of non-harmful vegetable oils. inks are
distributed in such a way as to avoid colour
and wrapping waste.
While alternatives to using alcohol in the
printing process do exist, the company has
found that these have potentially harmful
side effects in their own right. Consequently,
deckers Snoek pursues a low alcohol
approach as the most sustainable option,
reducing alcohol content in water to just
8 per cent.

the company continues to improve
sustainability by:
- further upgrading workfow to reduce
ink and paper waste;
- planting green zones in the areas
surrounding a new production plant;
- constantly monitoring and controlling air
and water waste.
cases
TO CHANGE
WoolWorthssouthafrica page45 page44 therealityofsustainablebusiness WorldWidefundfornature
worldwi de fund for nature
the PaPer tOOlBOx
woolworthS South afri ca
the diFFerenCe in retail
description
the Worldwide Fund for nature (WWF) is one
of the worlds largest and most respected
independent conservation organisations. it is
a truly global conservationist, with 90 offces
in over 40 countries. WWFs mission is to
stop the degradation of the planets natural
environment and to build a future in which
humans live in harmony with nature, by:
- conserving the worlds biological
diversity;
- ensuring that the use of renewable
natural resources is sustainable;
- promoting the reduction of pollution and
wasteful consumption.
details
Paper continues to be a valuable
communication medium, and one that, with
careful consideration, can contribute towards
sustainability. the WWF has created a Paper
toolbox, which aims to help organisations to
use paper responsibly and sustainably.
the toolbox provides practical steps that
will maximise the effciency of resources
and minimise waste. these include a guide
to buying eco-friendly paper, covering the
environmental issues of responsible forest
management, effcient paper use, pollution
and global warming. alongside this guide is
WWFs Paper Scorecard, which helps any
organisation evaluate the environmental
performance of its paper suppliers by asking
them to rate themselves using the Scorecard
and sharing the results.
description
Woolworths in South africa is one of the
regions leading retail brands with 300 stores
across africa and the middle east.
For nearly 80 years, Woolworths South africa
has adapted to meet the needs of a changing
world, remaining true to its core values of
quality, integrity, value and innovation,
striving to make a difference to the lives of
customers. in the modern world, this entails
a signifcant commitment to the environment
and sustainability.
details
Where possible, Woolworths South africa
mitigates the impact of the wood and
paper that it uses across its diverse retail
operations. internal Communications
publications, annual reports and printers
use recycled paper wherever possible. Food
packaging sleeves also use 80 per cent
recycled paper.
importantly, Woolworths South africa
understands that their customers and
suppliers are important stakeholders in
sustainability, asking that wherever possible,
they recycle too.
Buying Paper
The WWF Guide to
2
T
he nancial year under review was characterised by an economic downturn at
a global level, the effects of which were felt by individual customers, employees
and corporates.
Woolwor ths was not immune to the effects of this recession. In no way has
this resulted in us taking the focus off our Good business journey programme. Instead
we have seen a strong alignment between our Good business journey priorities and
oppor tunities for saving costs and identifying operational efciencies. New energy,
refrigeration and packaging technologies, employee awareness and prioritising recycled
content and recycling have reduced our environmental impact, whilst simultaneously
saving us considerable amounts of money.
However, we have experienced difculty with achieving some of our targets, for instance,
sales of organic products. The recession has also resulted in resource constraints for most
companies, as well as posing particular challenges to the textile industry in South Africa.
The Good business journey builds condence in our brand and long-term strategy across
a range of stakeholder groups. We believe Woolworths customers want to understand
how products are brought to market and that this is done in a manner that supports local
economic development in our communities and minimises any negative environmental
impact. Employees certainly want to be part of an ethical organisation, and our Good
business journey is an area of strong employee pride and support. Indeed, sustainability
build a better future became our seventh corporate value during the year, in recognition
of the important part it plays in our organisational culture.
In our Good business journey repor t last year, we noted that our focus for 2009
would be to embed the Good business journey as a way of working into the business
and to measure our delivery against our one and ve-year goals and targets. Our
extremely comprehensive measurement and tracking system is in place and progress
measurements are done twice per annum. These scores reect our progress as an
organisation towards the stated targets, at both a corporate and key indicator level (i.e.
transformation, economic, governance, social and environmental). We are also able to
track progress by business units against each of the indicators, and have included Good
business journey performance measures in the scorecards of our teams.
At a corporate level, we are satised with the progress the business has made our
overall score for 2009 against our one year target is 79% (mid year : 67%), just one
oo|ot s|o t o .|at .o |ao ooooo .ou|o bo 'gooo' oooaoco. T|o scoo o 6+
against our ve-year objectives (mid year : 36%) is pleasing, although we know that the
achievement of the last 20% will be the most difcult and we need to accelerate our
progress to meet the 2012 targets.
One of the requirements of a comprehensive measurement system is verication
ensuring consistency of data and reporting practices. An assurance framework is in place
and an internal audit coverage plan has been completed for the Good business journey in
The Good
business
journey builds
condence in
our brand.
BJ Frost
Chairman of the
sustainability committee
and independent
non-executive director
the good
business journey
19
.|oo .o'o go|og
The key focus areas for 2010 are:
u t|o obooo|og 3|| as a .a o .o'|og b a'|og suo t|at |t cascaoos
from the board scorecard to individual goals, and that people are measured on
it as par t of integrated performance management;
u t|o oo|aocooot aoo |otogat|oo o 3|| |oto bus|ooss ,ocossos aoo
systems to ensure the key principles of data integrity, measurement and
tracking highlighted in the BEE codes;
bu||o a ooo,o ca,ac|t |o t|o bus|ooss, oosu|og t|at 3|| coosc|ousooss |s
present at all appropriate times, i.e. when decisions on supplier selection,
recruitment, employee development, and so for th, are being made;
aggoss|vo |,ovooot o \oo|.o t|s ,oooot|a| ,ocuooot scoo b
inuencing transformation of existing key suppliers whilst introducing new
empowered small and medium enterprises to our supplier base;
oosu|og st|ct aoo susta|oab|o || co,||aoco aoo oo||vo to ou || ,|aos
|o ||oo .|t| t|o co|toots .o aoo to t|o Lo,a toot o |abou's LC
review process; and
a co|toot to ooucat|og ou bus|ooss ,a toos aoo su,,||os oo 3||,
its intent, its implementation and how it can add value to our and their
bus|oossos' susta|oab|||t.
case study
enterprise development: Intaba jams
T|o to.o o ||'otbog |s |oo to |otaba |ouota|o |u|t |ocoss|og, ooo o
t|o ,o,octs o t|o |zaoo|a \ooo's |o|t|at|vo, .||c| .as ostab||s|oo t|oug|
a ,a toos||, bot.ooo |oza|a Tust, t|o Ca,o \ooo's |ou aoo Vua'
Investments. This organisation was formed to generate new oppor tunities in
job creation, work to alleviate pover ty, and develop small, medium and micro
ooto,|sos (S|||s) ocus|og oo .ooo.
|otaba (t|o oao oaos 'ouota|o' |o sovoa| /|cao |aoguagos) aouactuos
jams, chutneys and other fruit products. The company has nine directors and
22 staff. Last Christmas, they produced a wonderful blueberry and raspberry
jam exclusively for Woolwor ths. From September 2009 they will be supplying
Woolwor ths with a range of jams all year round.
At Intaba everything is done by hand, from picking the fruit fresh daily, to bottling
and packing for shipping. Each individual piece of fruit is carefully inspected. No
preservatives or colourants are added.
We see our
enterprise
development
strategy as an
investment in
the future of our
business supply
chain, the wider
economy and the
society in which
we operate.
4. AOX emissions
Our score:
Zero pulp and paper mill emissions of AOX (pulp and paper unbleached or TCF / PCF bleached): g 10 p.
Total pulp and paper mill emissions of AOX / T of paper:
< 0.015 Kg g 9 p.
< 0.030 Kg g 8 p.
< 0.045 Kg g 7 p.
< 0.060 Kg g 6 p.
< 0.075 Kg g5 p.
< 0.090 Kg g4 p.
< 0.105 Kg g3 p.
< 0.120 Kg g2 p.
< 0.135 Kg g 1 p.
> 0.135 Kg g 0 p.
Product:
Manufacturer:
Supplier:
100% of bres post-consumer recycled / FSC-certied virgin;
or product FSC-labelled based on credit claims / FSC Recycled labelled: g 20 p.
Percent of bres post-consumer recycled / FSC-certied virgin:
2. Avoiding potential inclusion of unwanted bre sources
3. Fossil CO2 emissions (electricity from grid/external sources included)
> 95% g19 p.
> 90% g18 p.
> 85% g17 p.
> 80% g16 p.
> 75% g15 p.
Our score:
Our score:
Our score:
1. Preferred bre sources
100% of bres post-consumer / pre-consumer recycled /
FSC-certied virgin / FSC Controlled Wood or equivalent: g20 p.
Percent of bres post-consumer / pre-consumer recycled /
FSC-certied virgin / FSC Controlled Wood or equivalent:
Zero pulp and paper mill emissions of fossil CO : g20 p.
Total pulp and paper mill emissions of fossil CO / T of paper:
> 70% g 14 p.
> 65% g 13 p.
> 60% g 12 p.
> 55% g 11 p.
> 50% g 10 p.
> 45% g 9 p.
> 40% g 8 p.
> 35% g 7 p.
> 30% g 6 p.
> 25% g 5 p.
> 20% g 4 p.
> 15% g 3 p.
> 10% g 2 p.
> 5% g 1 p.
< 5% g 0 p.
> 95% g19 p.
> 90% g18 p.
> 85% g17 p.
> 80% g16 p.
> 75% g15 p.
> 70% g 14 p.
> 65% g 13 p.
> 60% g 12 p.
> 55% g 11 p.
> 50% g 10 p.
> 45% g 9 p.
> 40% g 8 p.
> 35% g 7 p.
> 30% g 6 p.
> 25% g 5 p.
> 20% g 4 p.
> 15% g 3 p.
> 10% g 2 p.
> 5% g 1 p.
< 5% g 0 p.
< 50 Kg g19 p.
< 100 Kg g18 p.
< 150 Kg g17 p.
< 200 Kg g16 p.
< 250 Kg g15 p.
< 300 Kg g14 p.
< 350 Kg g13 p.
< 400 Kg g12 p.
< 450 Kg g11 p.
< 500 Kg g10 p.
< 550 Kg g 9 p.
< 600 Kg g 8 p.
< 650 Kg g 7 p.
< 700 Kg g 6 p.
< 750 Kg g 5 p.
< 800 Kg g4 p.
< 850 Kg g3 p.
< 900 Kg g2 p.
< 950 Kg g1 p.
> 950 Kg g0 p.
WWF Paper Scorecard 2007
12
WWF Paper Scorecard 2007
Product:
Manufacturer:
Supplier:
100% of bres post-consumer recycled / FSC-certied virgin;
or product FSC-labelled based on credit claims / FSC Recycled labelled: 20 p.

Percent of bres post-consumer recycled / FSC-certied virgin:
2. Avoiding potential inclusion of unwanted bre sources
3. Fossil CO2 emissions (electricity from grid/external sources included)
> 95% 19 p.
> 90% 18 p.
> 85% 17 p.
> 80% 16 p.
> 75% 15 p. Our score:
Our score:
Our score:
1. Preferred bre sources
100% of bres post-consumer / pre-consumer recycled /
FSC-certied virgin / FSC Controlled Wood or equivalent: 20 p.
Percent of bres post-consumer / pre-consumer recycled /
FSC-certied virgin / FSC Controlled Wood or equivalent:
Zero pulp and paper mill emissions of fossil CO : 20 p.
Total pulp and paper mill emissions of fossil CO / T of paper:
Version 1.1
> 70% 14 p.
> 65% 13 p.
> 60% 12 p.
> 55% 11 p.
> 50% 10 p.
> 45% 9 p.
> 40% 8 p.
> 35% 7 p.
> 30% 6 p.
> 25% 5 p.
> 20% 4 p.
> 15% 3 p.
> 10% 2 p.
> 5% 1 p.
< 5% 0 p.
> 95% 19 p.
> 90% 18 p.
> 85% 17 p.
> 80% 16 p.
> 75% 15 p.
> 70% 14 p.
> 65% 13 p.
> 60% 12 p.
> 55% 11 p.
> 50% 10 p.
> 45% 9 p.
> 40% 8 p.
> 35% 7 p.
> 30% 6 p.
> 25% 5 p.
> 20% 4 p.
> 15% 3 p.
> 10% 2 p.
> 5% 1 p.
< 5% 0 p.
< 50 Kg 19 p.
< 100 Kg 18 p.
< 150 Kg 17 p.
< 200 Kg 16 p.
< 250 Kg 15 p.
< 300 Kg 14 p.
< 350 Kg 13 p.
< 400 Kg 12 p.
< 450 Kg 11 p.
< 500 Kg 10 p.
< 550 Kg 9 p.
< 600 Kg 8 p.
< 650 Kg 7 p.
< 700 Kg 6 p.
< 750 Kg 5 p.
< 800 Kg 4 p.
< 850 Kg 3 p.
< 900 Kg 2 p.
< 950 Kg 1 p.
> 950 Kg 0 p.
Percentage of bre in this paper product (total 100%):
% Virgin wood % Post-consumer recycled % Pre-consumer recycled % Non wood
The WWF Paper
Scorecard
What is new/unique about
the Paper Scorecard?
Suitable for self-scoring by producers of all paper
grades from high-quality business paper to packag-
ing, it is the rst user-friendly holistic tool available
to evaluate the environmental impacts of paper
production. The parameters are weighted according
to WWFs assessment of their relative importance.
Who is the Paper
Scorecard for?
1) Paper producers and suppliers: The Score-
card provides paper producers with a simple
self-evaluation of their environmental risk pro le.
Through the Scorecard they can demonstrate
to their customers that their paper products are
responsibly manufactured. For producers willing to
improve their corporate social responsibility record,
the Scorecard can also be used to measure envi-
ronmental performance over time and show buyers
that progress is being made.
Although the ultimate goal is for producers to score
well across all parameters, it is not only about com-
ing out best in the Scorecard. The rst criteria for
WWFs global guidance to buyers later in the year
will be the transparency of producers. A WWF web-
site, www.panda.org/paper/toolbox, will provide a
platform for responsible paper buyers and produc-
ers to network and meet. Producers will be invited
to post their third-party veri ed scores in order to
communicate their environmental performance
across all paper grades to current and potentially
new buyers.
2) Paper buyers: The Scorecard allows buyers to
evaluate the environmental footprint of the papers
they buy. Paper buyers should ask their suppliers to
rate themselves using the Scorecard and share the
results.
A new tool promoting transparency
about responsibly produced
paper products
What is the WWF
Paper Scorecard?
WWFs new Paper Scorecard has
been designed to facilitate transpar-
ency on environmental performance
in the paper industry. It assists paper
purchasers to make a judgement on
the environmental footprint of the
papers they buy and allows respon-
sible paper producers to demonstrate
what they are doing to minimise
negative environmental impacts
of the papers they sell.
cases
www.panda.org
thebodyshop page47 page46 therealityofsustainablebusiness thebodyshop
the body Shop
the Beauty OF SuStainaBility
description
the Body Shop is world-renowned for
its stance on a range of animal welfare,
environmental and social issues. Sourcing
natural and sustainable ingredients for
its products is combined with responsible
business practices, including energy effcient
stores, staff education programmes and
sustainable packaging.
details
as a global trailblazer and leader for ethical
business practices, the Body Shops efforts
to achieve sustainability show that vision,
belief and persistence can overcome
apparently intractable barriers.
diffculties in achieving sustainability can
arise in the supply chain. the Body Shop uses
palm oil in many of its products, but palm oil
production has been linked to deforestation.
to mitigate the impact, the Body Shop has
joined with organisations such as the WWF,
Oxfam and lOreal to form the roundtable on
Sustainable Palm Oil (rSPO). this has led to
the development of new standards for palm
oil production, and the Body Shop sourcing
the oil used in its soaps from a sustainable
plantation in Colombia.
the Body Shop is committed to ensuring
that the wood it uses does not contribute
to deforestation, and consequently uses
FSC sourced timber whenever possible.
Finding adequate supplies has not always
been easy, but perseverance has paid off
and in 2010 the company will only order
wood from FSC sources. Some of the Body
Shops Community trade partners continue
to have problems accessing FSC timber, but
the company is working with them to help
develop supply chains that will make truly
sustainable wood use a reality.
cases
page48 therealityofsustainablebusiness thebodyshop thebodyshop page49
thehumanresponsetopaper
there is another factor, Which although not directly
related to sustainability, does need to be throWn into
choices around the paper and digital media mix. peoples
responsetopaperandscreenreadingisdifferent.though
research has yet to come up With definitive conclusions,
thereisatendencytoreadmorequicklyandscancontent
onscreen,Whileprintedmaterialsareconducivetoamore
in-depthreadingexperience.
anne mangen, a reading specialist at the national centre
forreadingresearchandeducationatstavangeruniversity
innorWay,publishedapaperin2008thatfoundreadingon
screenandonthepageWerecompletelydifferentactivities.
in a 2009 intervieW With the boston globe
25
she said, When
readingabookWecanalWayssee,andfeelWithourfingers
and hands, our progress through the book as the pile of
pagesontheleftsidegroWsandthepileofpagesontheright
side gets smaller. at the same time, We can be absolutely
certainthatthetechnology[thebook]WillalWaysWork
therearenoproblemsWithdoWnloading,missingtextdue
totechnicalorinfrastructureproblems....
mangenarguesthatpaperhelpsreaderstounderstandmore
and better than When reading on screen. using the mouse
and clicking on links, for example, subconsciously takes
attentionaWayfromWhatisbeingreadinadigitalformat,
content can lose its physical dimension, and the reader
losesthefeelingofimmersioninthesubjectmatter.
personal finance is just one area Where a physical
connectionWithcommunicationappearstobehighlyvalued.
nearlythreequartersofrespondentstoastudyfromuk
communications agency communisis
26
reported that they
continued to receive hardcopy bank account statements,
and half stated that this Was because they preferred to
havephysicalobjectstofileandstore.
the most important point here in terms of the media mix is
thatreadingonpaperisnotbetterthanreadingonscreen,
andviceversa.todiscovertheoptimumchannelWeneedto
askourselvesarangeofquestions:
isthechannelappropriatefortheintendedaudience?
isthechannelsuitabletothemessagebeingdelivered?
in What context Will the audience be likely to read the
communication?
What do We Want the audience to take aWay from the
experience?
are there alternatives available that can better meet
sustainabilityneeds?
oncethechoiceismade,isitimplementedinasustainable
Way?
page49 page48
page50 therealityofsustainablebusiness thebodyshop thebodyshop page51
5
page50
a rough guide to SuStainability
so, We noW We knoW about sustainability: its history,
hoW paper is the firm foundation on Which to build a
sustainable media and channel strategy, the factors
that need to be considered in the paper and digital mix,
and hoW this is applied in a real business environment.
but What next... What are the advantages to businesses
and hoW can they begin to harness the opportunities of
sustainability?
page51
businessefficiencycuttingoutWaste page53 page52 aroughguidetosustainability heartsandminds
heartS and mi ndS buSineSS efficiency cutting out waSte
as we have discovered, sustainability is good
business, but dont just take our word for it. a
major payback from a proactive environmental
programme is improved business effciency,
said Fred Shapiro, author of environmental
regulation for Printers. an increase in
productivity often takes place when a printer
works towards environmental compliance, so
much so that the proftability of operations
frequently increases signifcantly.
35

the uks envirowise initiative, which works to
implement sustainable practices in industry,
has helped businesses to save 1 billion and
states that, Waste is a good measure of
plant effciency and a little effort can yield
cost savings that increase productivity. a
waste minimisation programme can often
cut waste by 25 per cent if total waste
is 12 per cent of turnover this would add 3
per cent to company profts. Waste is often
seen as valueless but its recycling/re-use
value can be many times higher than the
cost of its disposal. the organisation also
estimates that effciency in water usage, for
example, could save industry 10 million a
day. in the current economic environment,
this could make a real difference to many
companies bottom lines.
36

uS healthcare solutions provider, ascent,
saw $138,000 in sustainability savings in
partner hospitals in 2008 alone. as part of
the initiative, landfll waste was reduced by
2,150 tons and supply costs fell by as much
as 27 per cent.
37

SaSOl, South africas giant petrochemicals
group, is already realising savings across its
many operations, and these are not confned
to purely fnancial aspects. the company is
investing around r100 million on projects
that will result in an annual reduction in
greenhouse gas emissions of 760,000 tones.
it has also reduced water consumption at
its Secunda facility by approximately 18
million litres per day. SaSOls actions
contributed to it being named overall
winner of the industry, mining and Power
Sector category of the 2009 department
of Water affairs Conservation and Water
demand management Sector awards. On
top of logistics and operations savings, the
reputational benefts of sustainability to the
business are substantial.
38

Given these fgures, it is hardly surprising
that richard Grey of the British Printing
industries Federation said, ive seen
grown men all but cry at the results of a
comprehensive waste audit. the fnancial
savings are amazing. What people dont
realise is the fnancial beneft of even
modest disciplines.
39
Whilst implementing sustainable practices will deliver savings, its important to remember
that the hearts and minds of employees are a critical factor of success. this must start at
the top, with authentic and visible buy-in from senior staff, awareness raising and clear
communication on the economic, environmental and social benefts to changes in the
way that people work. One way to ensure this is to nominate sustainability champion
someone at a suitably senior level who understands and believes in sustainability to
help guide organisations and give counsel on sustainability issues.
the SuStainability
championS guidebook
how to tranSform
your company
bob willard
new Society publiSherS,
limited
green recovery
get lean, get Smart,
and emerge from
the downturn on top
andrew winSton
harvard buSineSS School
preSS
minimisingmediaWaste page55 page54 aroughguidetosustainability minimisingmediaWaste
mi ni mi Si ng medi a waSte
With buy-in in place and a champion to drive
progress, media professionals can look at
their own processes to reduce waste. these
fve steps will help demonstrate benefts
across the company.
1 gather avai lable i nformati on
2 i denti fy opportuni ti es and pri ori ti se
3 make i ni ti al savi ngs
4 measure savi ngs
5 revi eW to i denti fy more savi ngs
Organisations can oversee their waste
performance by following a plan based on
the four rs: redesign, reduce, reuse and
recycle. although developed for use in the
print industry, these actions will help all
companies wishing to reduce their waste
and increase their sustainability:
redesign: look at how all processes can be
made more resource and cost effcient. is
there scope within current operations, for
example, to reduce energy consumption?
remember: seemingly small improvements
can make a big difference over a year.
reduce: if you reduce the amount of material
going into a process, it is likely that there
will be less waste produced at the end. in
fact, looking at the waste produced is a good
indicator of how effcient your processes are
(high waste equals low effciency processes).
By remaining vigilant and monitoring waste
you can then create a waste reduction
strategy, delivering savings in emissions,
energy use and disposal costs. remember
waste is not simply about materials, it also
includes time so a well-informed strategy
is likely to deliver savings in a range of
areas.
reuse: identify waste materials that can
be reused for another purpose to reduce
purchase and disposal costs. Some waste
products, for example, can be used to help
generate power and cut expensive energy
costs.
recycle: Waste can be transformed into
other products. this has the added beneft in
that producing new materials from recycled
resources can be more resource effcient
and usually requires less energy. as part
of your waste strategy, however, you should
establish if this is the most energy effcient
method of manufacture.
resources that cannot be redesigned,
reduced, reused or recycled should be
disposedofresponsiblyand,preferably,
in a sustainable Way (e.g. biodegradable,
non-fossilenergygeneration).
!!! other text on the picture !!!
measuringandprovingperformancetheiso14000family40 page57 page56 aroughguidetosustainability sustainablemediaevents
SuStai nable medi a eventS meaSuri ng and provi ng performance
the iSo 14000 fami ly
40
events are an important part of the media
mix, but can also be costly in terms of
sustainability. the checklist below should
help you to minimise the impact:
envi ronmental poli cy:prepare an
environmental policy for the meeting, and
share it with all those involved: management,
suppliers, delegates, presenters and
exhibitors.
marketing materials: ensure that the
materials you use to publicise the event are
sustainable remember, paper is the only
truly sustainable choice.
counteract co
2
: establish a carbon-neutral
initiative to compensate for the CO
2
emissions
resulting from your event. Seek to use low
carbon and renewable energy: choose energy-
effcient and water-saving appliances. Check
www.climateneutralgroup.com for more
information.

green key: choose hotels and meetings
venues that are connected to the airport by
mass transit, and within walking distance of
each other, preferably ones that carry a Green
key certifcate www.green-key.org
easy travel: make it easy for delegates to
travel between the airport and the hotel/
meeting venue. Provide information about
the local public transport system, or arrange
for carpooling shuttles.

reduce vehicle emissions: if vehicle transport
is required, look for vehicles with lower
emissions of greenhouse gases such as CO
2
.
electric hybrid vehicles, as well as vehicles
that run on natural gas, propane, methane
gas or ethanol, produce fewer emissions than
petrol or diesel-fuelled vehicles.

green catering: at your event, only use
caterers that follow sustainable standards.

recycle: minimise the use of disposables
and ensure that food and beverage packing
is recyclable and that it will be recycled.
make sure on-site recycling is provided for
paper products and other recyclable materials
produced by the event.

Spread the word: tell your exhibitors about
your sustainability plan and get them involved
in the process.
Sustainability, however, is about more
than waste management alone, and the
international Standards Organisation (iSO)
has produced two standards that form the
framework of a fully functioning environmental
management system (emS).
iSo 14004:2004 provides guidelines on the
elements of an emS, its implementation, and
discusses principal issues involved.
iSo 14001:2004 specifes the requirements
for such an emS. Fulflling these requirements
demands objective evidence which can be
audited to demonstrate that the environmental
management system is operating effectively
in conformity to the standard.
internally and externally, iSO 14001 can
help your organisation to meet a number
of objectives, including:
- providing assurance that you are in
control of the organisational processes
and activities that have an impact on the
environment;
- assuring employees that they are working
for an environmentally responsible
organisation;
- providing evidence of environmental
activities to external stakeholders such as
customers, the community and regulatory
agencies;
- evidence of compliance with environmental
regulations;
- support your organisations claims and
communication about its own environmental
policies, plans and actions;
- providing a framework for demonstrating
conformity via suppliers declarations of
conformity, assessment of conformity by an
external stakeholder such as a business
client and for certifcation of conformity
by an independent certifcation body.
to fnd out more, visit:
www.iso.org/iso/home.htm
ISO
14004: 2004
ISO
14001: 2004
trackandbenchmarkthegroWingtrend page59 page58 aroughguidetosustainability measuringandprovingperformancetheiso14000family40
track and benchmark
the growi ng trend
Once your company is working towards
sustainability, you will want to see how
effective it is in comparison with others in
your industry and elsewhere. a range of
indexes have grown up over the past decade
to help companies to do this.
Belonging to an index offers a number of
benefts, including the sharing of good
practice, the impetus of competition and,
of course, Pr opportunities. membership
of these reporting systems is not easy, but
it can pay dividends.
more than a thousand organisations now
issue sustainability reports based on the
latest guidelines from one of these indices
the Global reporting index (Gri). this
represents a 46 per cent increase on 2007
numbers. While still in a minority, the
number of big brands producing reports is
signifcant: 64 per cent of Germanys dax
30, 48 per cent of Frances CaC 40, 22 per
cent of the uks FtSe 100 and 13 per cent
of the uS S&P 500. the trend is upward
and in Sweden all state owned companies
are now required to publish annual Gri-
based sustainability reports. Policies are
also in place, or in the process of being
developed, in denmark, norway, China and
other countries to encourage the uptake of
sustainability reporting.
41
indexeS include:
dow jones Sustainability indexes provide
advice on sustainable investments to meet
the growing market demand for professional,
objective and reliable sustainability
benchmarks. to find out more, visit:
www.sustainability-index.com
ftSe4good index Series measure the
performance of companies that meet
globally recognised corporate responsibility
standards, and to facilitate investment in
those companies. to fnd out more, visit:
www.ftse.com/indices/FtSe4Good_index_
Series/index.jsp
gri provides a sustainability reporting
framework, developed through a consensus-
seeking process with participants drawn
globally from business, civil society,
labour organisations and professional
institutions. to find out more, visit:
www.globalreporting.org
sustainablepapersuppliers page61 page60 aroughguidetosustainability sustainablepapersuppliers
paper iS not a choice in the media mix;
it iS the only SuStainable choice
SuStai nable paper Suppli erS
as we have discovered, paper offers an
organisations media and marketing
strategies a number of sustainability
benefts but there is a but. as the life
in the sustainable forest chapter explains
earlier in this edition of life with Print,
this is only true if forests are sustainably
managed and paper produced by responsible
manufacturers.
a GOOd SOurCe OF inFOrmatiOn On
the iSSueS SurrOundinG the uSe OF
PaPer in a SuStainaBle media mix Can
Be FOund On the tWOSideS WeBSite,
aVailaBle FrOm: WWW.tWOSideS.inFO
One indicator of your suppliers credentials
(in paper and other industries) will be their
membership of one of the sustainability
reporting organisations mentioned earlier,
such as the dow Jones Sustainability
indexes. another will be achieving iSO 14001
certifcation. Further, you can also look at
the companys wider CSr activities and their
sustainability reports to make an informed
choice.
in addition, certifcation bodies have emerged
that ensure that forest management
is sustainable these are essential in
ensuring that the paper fed into your media
mix really does act as the foundation of your
sustainable business activities. Certifcation
organisations include:
canadian Standards association (CSa)
42

(Canada) has developed Canadas
national Standard for Sustainable Forest
management. to find out more, visit:
www.csa-international.org/
forest Stewardship council (fSc)
43

(global) enables organisations to
demonstrate, through independent
certification, that the paper
products sold or used come from
well managed sources and exclude the
risk of using illegally logged timber or
funding confict. to fnd out more, visit:
www.fsc.org/
progr amme f or t he
endorsement of forest
certifcation schemes (pefc)
44

(global) is an independent,
non-proft, non-governmental
organisation, which promotes sustainably
managed forests through independent third
party certifcation. to fnd out more, visit:
www.pefc.org
Sustainable forest initiative (Sfi)
45

(Canada and the uSa) is
an independent, non-proft
organisation responsible for
maintaining, overseeing and
improving a sustainable forestry certifcation
programme that is internationally
recognised. to find out more, visit:
www.sfprogram.org
two SideS iSSueS mailer
page62 aroughguidetosustainability sustainablepapersuppliers sustainablepapersuppliers page63
life with Print provides a perspective on
the efficient use of print media, bringing
compelling case studies and best practices
from media stakeholders to communication
and advertising professionals. it offers
qualitative examples of the value of print
in the media mix, and shares Sappis passion
for print with image-conscious companies
throughout the world.
integrated media campaigns have proven
that they can provide maximum results
for building brands. the Sappi print
media efficiency award, therefore, gives
recognition to those campaigns which have
not only proved to be effective, but have also
achieved their effectiveness by integrating
print in the most efficient way.
li fe wi th pri nt
each day, Sappi lives its values of business
intelligence, integrity, courage and speed.
the principles of sustainable development are
embraced and integrated into its business.
Sappi is the worlds largest producer of
coated paper and a trusted high-quality
supplier to the global advertising and
promotions industry.
Sappis extended portfolio comprises
many leading coated and uncoated paper
brands, such as algro, allegro, Cento, era,
euroBulk, euroartPlus, Furioso, Galerie,
hannoart, leine, lustro environmental
Offset, magno, mcCoy, mega, Opus, Parade,
quatro, royal, Somerset, tauro, tempo and
triple Green. Well-known by merchants
and specifers across the continent, they
consistently provide the surfaces demanded
by quality-conscious producers of annual
reports, books, brochures, calendars,
catalogues, direct mail, magazines, labels
and packaging, promotional material and
stationery.
as a global producer of pulp and
paper, Sappi relies on natural
resources for its growth. a strong
commitment to environmental protection
and sustainable development is ensured
by safe, efficient and environmentally
sound processes. all the materials Sappi
uses come from responsibly-managed
forests and are certifed by internationally-
recognised standards.
to learn more about the power of print
programme and other Sappi initiatives
visit us at www.sappi.com or write to us
at lifewithprint@sappi.com.
Sappi fine paper europe
Sappi europe Sa
154 Chausse de la hulpe
1170 Brussels
Belgium
tel +32 (0)2 676 9700
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page64 sourcesandsuggestedreading
SourceS and SuggeSted readi ng
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http://www.un-documents.net/ocf-02.htm (2)
http://www.nbi.org.za/welcome.php?pg=2&pgm=m&id=11077 (3)
http://www.paperage.com/2009news/11_06_2009packaging_sustainability.html (4)
http://eur-lex.europa.eu/lexuriServ/site/en/oj/2004/l_134/l_13420040430en01140240.pdf (5)
http://eur-lex.europa.eu/lexuriServ/site/en/oj/2004/l_134/l_13420040430en00010113.pdf (6)
http://www.ogc.gov.uk/documents/environmental_issues-defra.pdf (7)
http://www.change.org/ideas/1489/view_blog/executive_order_on_government_sustainability (8)
koomey, 2008 http://earth2tech.com/greennet-09-presentations/jonathan-koomey/ (9)
international energy agency, World energy Balances (2007 edition) http://www.iea.org/textbase/nppdf/free/2007/key_ (10)
Stats_2007.pdf
http://www.twosides.info/newsitem.asp?newsid=15 (11)
http://google-black.blogspot.com/2007/01/save-3000-megawatts-year.html (12)
http://new.wvic.com/index.php?option=com_content&task=view&id=8&itemid=45 (13)
http://ecosia.org/ (14)
http://newsroom.mcafee.com/images/10039/carbonfootprint2009.pdf (15)
http://update.unu.edu/archive/issue31_5.htm (16)
http://www.comparison.com.au/articles/11-the-total-environmental-costs-of-plasma-and-lcd-tv-s (17)
http://www.gsmworld.com/documents/mobiles_green_manifesto_11_09.pdf (18)
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http://ec.europa.eu/environment/news/efe/25/article_4283_en.htm (20)
http://www.facebook.com/greenpeace.international?v=app_6009294086#!/group.php?gid=311700724500 (21)
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Oaa/Brand Science (24)
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Conversation with Jens kriete 10/11/09 (28)
http://en.wikipedia.org/wiki/Carbon_sink (29)
http://en.wikipedia.org/wiki/Carbon_sink (30)
http://cfs.nrcan.gc.ca/news/473 (31)
Fourth assessment report (ar4): mitigation of Climate Change (Working Group iii). international Panel on Climate Change. pp. 549. (32)
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Forestry 105 (6): 31431
CePi Factsheet. Paper Consumption Versus Saving trees. www.cepi.org (34)
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http://www.sasolsdr.investoreports.com/sasol_sdr_2009/at-a-glance/highlights/ (38)
http://www.twosides.info/Content/csPdF_23.pdf (39)
http://www.iso.org/iso/iso_catalogue/management_standards/iso_9000_iso_14000/iso_14000_essentials.htm (40)
http://www.globalreporting.org/newseventsPress/latestPressreleases/2009/Pressrelease_14_July_2006_1000Grireports.htm (41)
http://www.csa-international.org/product_areas/forest_products_marking/default.asp?language=english (42)
http://www.fsc.org/ (43)
http://www.pefc.org/internet/html/index.htm (44)
http://www.sfprogram.org/index.php (45)