Page 20 - BOSS Today Issue 26

Special Report - Paper

In addition, there has also of advertising for its ‘No Wonder A high white, totally chlorine free
been an ideological and You Love Paper’ campaign. Two office paper, its environmental
informational battle being Sides also actively engages with credentials include FSC
waged, as Champion explains: major corporates, particularly certification, Carbon Capture®,
“You have to look at it both in the banking, utilities and and also Nordic Ecolabel and
“We have, ways – if you go digital rather telecoms sectors where, EU Ecolabel certification. The
Eustace claims, “we have,
company claims that the
than paper, there’s all the energy
through that’s involved in computer through active ‘Anti Greenwash’ paper is produced with zero
campaigning, changed over
CO emissions from fossil fuels,
systems – does that energy
active ‘Anti cost counterbalance the 80% of the misleading, anti-print with much of the energy used
2
Greenwash’ environmental cost of using of and paper, marketing messages to make it being generated
being promoted by these
from the waste materials used
paper? When you see comments
campaigning, at the foot of an e-mail saying organisations.” in the pulp and papermaking
Much of this is being achieved
‘Please don’t print – save the
process. In addition, excess heat
changed over planet’, it’s spurious, but of through its worldwide ‘Myths from the process is piped to
80% of the course a lot of people believe it.” and Facts’ booklets which a community heating project
contain – in multiple languages
Perhaps the increasing efforts
that services some 3,000 homes
misleading, made by the paper industry – some startling messages, such and civic buildings near the mill.
as the examples opposite.
to address the informational
Every sheet of Woodland Trust
anti-print debate are best expressed by Office Paper sold contributes
and paper, the formation and activities of Green Success directly to the work of the UK’s
Indeed, discussions with
leading woodland conservation
Two Sides (www.twosides.info),
marketing which was conceived originally Eustace quickly unearth a charity and as Chris Stanyon,
plethora of statistics that aim
Director of Environmental Sales
in 2008 by NAPM, a former
messages.” paper distribution association to prove that the paper and at Premier Paper Group, points
representing merchants print industries are not only out, “The Woodland Trust brand
Martyn Eustace, who were concerned about environmentally-sensitive but gives a clear, unambiguous and
Two Sides misleading environmental also environmentally successful: understandable environmental
information being used against “Direct CO emission produced message clearly demonstrating
2
print and paper and decided by pulp and paper in CEPI the end user’s commitment to
that actions were needed. As countries have decreased in the environment.”
Martyn Eustace, Managing the last two years from 37.45 For Two Sides, 2015 is likely to
Director of Two Sides explains, mega tonnes in 2010 to 34.55 see more of the same, including
this ‘misinformation’ “ranged from mega tonnes in 2012: the a further attempt to engage the
exaggerated statements from industry has reduced emissions OP industry, as Eustace explains:
“When you see NGOs, who may have a particular by 43% over the past 25 years “The OP industry has been slow
comments agenda to follow, to major and has target to reduce by a to participate so far and we
corporates who write to their
would really appreciate the help
further 20% by 2020. European
at the foot of an customers, making statements forests are now 30% larger than and participation of BOSS and
without research, encouraging
its individual members by – for
they were in 1950 and have
e-mail saying them to ‘go digital, save trees been increasing by 1.5 million example – including ‘No Wonder’
‘Please don’t and save the environment’. football pitches every year. The adverts in catalogues etc and
by generally spreading the
Such misinformation, if left
European recycling rate for
print – save the unchallenged, seeps into paper is running at 72% – one good and essential messages
common understanding and
about the attractiveness and
of the highest rates in the world
planet’, it’s does enormous harm to our – and paper is recycled more sustainability of print and paper
spurious, but of industry.” than glass, metal and plastics in a digital world.”
Supported by the majority
combined.”
course a lot of paper merchants and paper producers and merchants Martin Wilde – the author of this
It certainly appears that both
article – is Managing Director of
paper producers, this not for
of people profit organisation focuses on are doing much to respond OP market research specialists
Martin Wilde Associates Ltd
believe it.” channelling its message through in the environmental debate: (www.martinwildeassociates.com).
magazine and newspaper
merchant Premier Paper, for
publishers who have provided example, recently announced
Richard Champion, over £3m of advertising space in the launch of Woodland Trust
Antalis UK magazines and newspapers, Office Paper, with the strapline
resulting in 500 million pages ‘The Paper that Plants Trees’.
20 BOSS TODAY | February/March 2015
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