The Modern Environmental Movement
Beginning several decades ago, the world started to take notice of a growing pollution problem. In the U.S., the Clean Air Act of 1963 established funding for initial studies and environmental clean-up plans. Shortly thereafter, the Environmental Protection Agency, or EPA, was created to oversee environmental regulation and set pollution limits at the federal and state levels. Today, the EPA sets limits and discharge standards on hazardous air and water pollutants.

The United Nations’ Rio Earth Summit in 1992 set the stage worldwide by defining the growing environmental crisis as one of global concern and sought ways to stop the depletion of natural resources and the pollution of the planet. As of year-end 2006, 169 nations have ratified the initial agreement by signing The Kyoto Protocol, submitting to mandatory emissions limits.

In Europe, where chemical exposure is suspected of being responsible for a growing number of cases of allergies, asthma, cancer and reproductive problems, the EU has answered with the REACH program. REACH, for “Registration, Evaluation and Authorization of Chemicals,” places responsibility for the environmental impact of substances on the manufacturer or importer. Companies must register chemicals and obtain use-specific authorization for those suspected of having health implications. This policy is expected to have little negative economic impact but instead tremendous benefit in terms of innovation, competitiveness, workers’ safety and health cost savings.

Today, the International Standards Organization’s ISO 14001 Environmental Management System sets universal sustainability benchmarks for businesses. The standards are negotiated and agreed on by all member countries, and adoption of these standards by corporations is a powerful way for them to demonstrate commitment to their customers, community, employees and shareholders.

Environmental Leaders
Outside of regulation, companies are beginning to view environmental responsibility not only as a moral obligation but also as a necessity in order to survive and an opportunity to gain competitive advantage. In his ‘Getting Ahead of the Curve: Corporate Strategies that Address Climate Change’ prepared for the Pew Center on Global Climate Change, Andrew Hoffman portrays the environmental dilemma facing businesses today as one where “inaction is no longer a viable option.” The report, published in October, 2006, finalized the results from a survey of 31 U.S.-based companies and six in-depth case studies. His findings were clear: companies must adapt to this changing business environment and act today in order to endure. To read the report in full and see what other companies have done to address climate change, visit http://www.pewclimate.org/docUploads/PEW_CorpStrategies.pdf.

The Printing Industry
The trend in the printing industry, like others, is toward environmental sustainability. According to Jean-Marie Hershey in, ‘Being ‘Green’ Pays Dividends,’ published in the June, 2007 issue of Printing Impressions, ”Gone are the days when printing companies’ no-frills environmentalism meant doing only what was necessary to avoid inspections and fines.” Large and small printers alike are changing the way they operate by switching to vegetable oil and soy-based inks, using recycled paper, moving toward renewable sources of energy, reducing hazardous waste and controlling greenhouse gas emissions. Managers are starting to realize the benefits of their environmental efforts in the form of increased revenues, goodwill in the community and compliance with regulations, which more than offset the related costs. Hershey maintains that all companies, no matter their size, can make changes: “Environmental activism is not just for the big boys, nor does it require deep pockets and a complex infrastructure to think and act ‘green’.”

Don Carli is the President of Nima Hunter, a market research firm that helps businesses address the issue of sustainability, and one industry he specializes in is printing. In his, ’Sustainability: Redefining What it Means to be a Green Printer,’ published in the June, 2007 issue of NPES News, Mr. Carli discusses the environmental challenges and issues facing printers today. He argues that, “Sustainability is the conceptual framework used to redefine the way business is done by Fortune 1000 companies and, increasingly, it will change the nature of demand for printing services, printing equipment and supplies.” He credits fundamental shifts in investor, consumer and business leader attitudes and behavior as the primary forces forging a new definition of what it means to be “green.” He sees increasing pressure on major corporations to be held liable for their business practices and appreciates the power of a group of approximately 63 million consumers in North America alone who consider themselves as living “LOHAS” or lifestyles of health and sustainability. Investors are wielding their financial clout and activist groups are growing more restless. Organizations including the Institute for Supply Management and the Supply Chain Council are holding companies accountable for all phases of manufacturing, extending to supply chain management and procurement of raw materials, and third-party certification is becoming standard.

Big Players
Big players such as Tetra Pak, Weyerhaeuser and International Paper are leading the way in the industry. According to the company’s website, Tetra Pak believes that, “Sustainability satisfies the environmental, societal and economic needs of today without compromising those of future generations.” The company demonstrates its commitment to sustainability by building recyclability, renewability and resource management into its packaging; Tetra Pak’s liquid food containers are among the most sustainable on the market today. This year Tetra Pak opted to feature its sustainability efforts at the 2007 IFT Annual Meeting & Food Show in Chicago, the largest food ingredients show in the world and considered “by far the most highly regarded new product development forum in the food industry.”

Weyerhaeuser Chairman, President and CEO Steven Rogel says his company accepts environmental responsibility: “The need for sustainable solutions to the world’s challenges has never been greater. We are part of the sustainable solution for the future, solving important problems for people and the planet while significantly improving our environmental performance and reducing our environmental footprint.” A recent news release reports that Weyerhaeuser “continues to make gains improving its sustainable systems, enhancing employee well-being, and reducing its environmental footprint all while continuing to deliver strong shareholder value.” The company has committed to reduce GHG emissions 40% by 2020, joined in a biofuel alliance with Chevron, and delivers 90% of its North American products from “third-party certified sustainable wood procurement or forest management standards.”

International Paper maintains an Office of Sustainability to address the issue as it relates to forestry as well as the needs of its customers. The world’s largest harvester of trees, International Paper understands well its impact on the planet. According to its website, the company’s commitment extends to “the entire forest environment – trees and other plants, wildlife, soils, air and water – worldwide.” Management maintains that, “Sustainability is at the core of our operating philosophy. With world population expected to approach10 billion by 2050, sustainable forestry is more than just a corporate ideal.” In a June 28, 2007 news release, International Paper proudly reported that “its U.S. pulp and paper mills and container plants are now third-party certified to ensure their products are made from sustainable wood fiber.”

Within the press-building industry, MAN Roland is not only doing its part by selling eco-friendly presses and a line of solvent recycling equipment, but going one step further with an educational program it makes available to all printers in North America. The initiative suggests ways for printers to become “green,” and outlines the benefits in terms of public image, new customers and profits. According to Vince Lapinski, CEO, on the company’s website, “Whatever your thoughts are on climate change, one fact is certain: the less resources and energy we waste, the more our economy will expand. In other words, you can save the planet and grow your business at the same time.” Management points to print buyers as the catalysts for change; customers are looking to portray an eco-friendly image to consumers and, to do so, must be able to demonstrate sustainability throughout the manufacturing process, including in the pressroom.

EPA and Industry Working Together
The EPA works directly with industries through a partnership program called Design for the Environment, or DfE, with a goal of gaining a broader understanding of the impact various substances have on the environment and human health. Comprised of DfE agents along with industry association executives, the DfE Printing Partnership was established in 1992 after the Printing Industries of America requested the EPA’s help in assessing environmental claims made against their products.

The DfE Printing Partnership divided the industry into four sectors to help identify “key risk reduction opportunities” and formulate the use of cleaner alternatives specific to each segment: flexography, lithography, gravure and screen. For flexography, inks were chosen as the primary focus as they comprise a major cost category and because of the risks associated with their volatile organic compounds. The lithographic partnership focused on blanket washes while the gravure partnership studied the effects of ink temperature on solvent losses. The screen printing partnership studied the effects of solvents used in screen reclamation. For more information about the Partnership Program, its findings and pollution prevention tips for printers, visit http://www.epa.gov.

Now is the Time
The overwhelming message is that the time for change is now. In today’s world, companies can no longer afford to make business decisions without taking their impact on the environment into consideration, and the printing industry is no exception. The pressure to change the way business is done cannot be avoided, and the companies that adapt to this new world will be the ones to survive and reap competitive advantage.

References:
The European Commission 2006 ‘REACH – A New Chemicals Policy for the EU’, February 2006
Hoffman, A.J. (2006) ‘Getting Ahead of the Curve: Corporate Strategies that Address Climate Change’, Prepared for the Pew Center for Climate Change, October, 2006
Hershey, J.M. (2007) ‘Being Green Pays Dividends’, Printing Impressions, June 2007 pp. I-N.
Carli, D (2007) ‘Sustainability: Redefining What it Means to be a Green Printer’, NPES News, June 2007 Vol. XXVI, #6 pp. 4-5.

Web Sites Used:

• http://www.pewclimate.org/docUploads/PEW_CorpStrategies.pdf
• www.epa.gov
• www.internationalpaper.com
• www.manroland.com
• www.tetrapak.com
• www.weyerhaeuser.com

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