Two Sides - EMA 2012 Spring Conference


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An update of Two Sides U.S. initiatives and main messages related to the sustainability of print and paper.

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Two Sides - EMA 2012 Spring Conference

  1. 1. Two Sides Promoting the Sustainability, Responsible Production and Use of Print and Paper EMA 2012 Spring Meeting April 18-21, Scottsdale , AZPrint Power Presentation to Canon, 4th February, 2010
  2. 2. What is Two Sides? • An initiative by companies from the Graphic Communications Supply Chain, with now over 1,000 members. • Non-profit launched in 2008 in the UK and present in 14 countries. • Two Sides U.S., Inc. began operating in January 2012.Print Power Presentation to Canon, 4th February, 2010
  3. 3. Why Two Sides?RESULTS OF U.S. CONSUMER PERCEPTION SURVEY (2010)• 68-70% of people prefer paper for reading and storage of documents – all ages, incl. 18-24 y.o.• 70% link paper to tropical deforestation & have concerns about impacts on forests• >79% of 18-24 y.o. chose electronic as the most environmentally-friendly way• Consumers like recyclable products and need a better understanding of the industry’s good For a summary of survey record. results click here
  4. 4. What Has Led People to Think This Way?• Historical practices• Inaccurate / misleading information reaching the public.• Emotional connection with forests / lack of education on sustainable forestry & the forest cycle.• Lack of a strong and common industry voice.• The “go paperless – save trees – save the planet” messaging (i.e. switch to electronic).
  5. 5. Fifty-five U.S Organizations Have Joined Two SidesPaper Producers Merchants (cont’d) Allied Organizations• Appleton Coated LLC • Dennis Paper Co. • American Catalog Mailers Association• Boise Inc. • Graphic Paper, Inc. (ACMA)• Domtar Inc. • Jackson/ Newell Paper Company • American Forest and Paper• Mohawk Paper Co. • J.P. Gasway Company Association (AF&PA)• Monadnock Paper Mills • Lindenmeyr Division of Central • Cal Poly San Luis Obispo – Graphic Communication Dept.• Neenah Paper National-Gottesman• SAPPI Fine Paper North America • Mac Papers, Inc. • Consumers for Paper Options Envelope Manufacturers Association• UPM-North America • Midland Paper, Packaging + Supplies (EMA)Printers • Olmsted-Kirk Paper Co. • Gravure Association of America• Earth Color • Omaha Paper Co., Inc. (GAA)• MBK Services Inc. • Pochteca Papel • NPTA AlliancePress, Priting Equipment • Printing Papers, Inc. • Paper Technology Foundation –• Eastman Kodak Company • Sandia Paper Co., Inc. Western Michigan UniversityMerchants • Shaughnessy Kniep Hawe Paper Co., • Print Buyers International• American Paper Corp. Inc. • Print Media Centr• Anchor Paper Co. • Spicers Paper, Inc. • Printing Industries of America (PIA)• Ariva • Sterling Paper Company • Printing Industries of America –• ARC Paper, L.L.C • Unisource Worldwide, Inc. Southern California (PIASC)• Bosworth Papers, Inc. • Warwick Paper Co., Inc. • Print Services and Distribution• Bradner Smith & Company • WCP Solutions Association (PSDA)• Butler-Dearden Paper • TAPPI• B.W. Wilson Paper Co., Inc. • The Institute for Sustainable Communication• Central Michigan Paper Co. • What They Think• Central Paper Co., Inc.• Clampitt Paper
  6. 6. EMA & Two Sides• EMA is an Allied Organization of Two Sides• Allied Organizations agree to: • Promote Two Sides among industry participants. • Educate their organization and members about the industrys sustainability issues.• AO’s can provide financial support and ad space, run articles, assist with conferences, partner on special projects
  7. 7. Governance  Pulp & paper companies, equipment & chemical manufacturers, merchants, brokers, retailers, printers, converters, graphic designers, publishers  CEO and VPs from across membership sectors  VPs and Directors of Sustainability / Sales  VPs and Directors of Sales and Marketing • President & COO: Phil Riebel • Vice-President: Martyn Eustace • Treasurer: Kevin Gammonley
  8. 8. Two Sides Messaging Framework Print and paper has a sustainable life cycle from raw material to recovery and re-use • Print and paper have unique sustainability (environmental, social) features • Responsible use of resources is key • Industry environmental performance is continuously improving • Promote responsible use of print and paper over the life cycle (purchasing / best practices)Based on a renewable resource A great carbon story• Sustainable forest management • Minimizing carbon footprint• Forest certification • Use of renewable energy and carbon neutral biomass• Biodiversity • Carbon benefits of managed forests and forest products• Ecosystem services• Benefits of a working forestRecyclable Effective communications medium• Increased recycling • Social benefits of print and paper• Eventual elimination of print and paper waste in • Co-existence and synergies with e-media landfills• Smart use of recycled fiber
  9. 9. repository for information on the sustainability of print and paper)
  10. 10. Myths and Facts
  11. 11. Please use the information!
  12. 12. Resources Upload
  13. 13. Video and Audio Library
  14. 14. • Newsletter 2x/month• Links to select news, reports, facts, case studies• Link to LinkedIN, Twitter, WordPress Blog• Ask a question or contact us
  15. 15. Ads currently being developed for B to C and Bto B publications
  16. 16. Anti-paper and Print Claims
  17. 17. Initiative to Correct Anti-paper e-billing Messages • Two Sides will begin challenging U.S. organizations that send misleading messages related to print and paper. • Out of 94 U.S. banks, telecoms and utilities, 55% are sending misleading “paperless” environmental messages to support e-billing and e-statements. • Two Sides is targeting an 80% success rate in changing these claims, so that they do not mislead people regarding the environmental impacts of print and paper.Print Power Presentation to Canon, 4th February, 2010
  18. 18. Paper and e-media - Key Points• Rules and guidelines are in place for environmental marketing (US FTC, ISO).• Claims must be factual / verifiable and not misleading.• The “saving trees” message creates a false impression that forests and trees are a finite resource that is being lost instead of a renewable resource being replenished based on Terrachoice. 2010. sustainable forest management practices.• The full impact of switching to e-media are not properly considered or ignored.• People often print their electronic documents for reference and record keeping, The system is often not paperless.
  19. 19. • Paper is not a cause of deforestation in the U.S. • In the U.S., we grow more trees than we harvest. The amount of U.S. forestland has remained the same for the last 100 yrs even with 3-fold population increase (U.S. Forest Service)FAO Global Forest ResourcesAssessment 2010 :
  20. 20. • In the U.S. more paper products are recovered for recycling than any other material.• Recovery rates 2x as high as glass & metal, and ~9x higher than plastic.– U.S. Environmental Protection Agency
  21. 21. Forest Products Provide a Solution toClimate ChangeBecause forest products [includingpaper] can require little or no fossilfuels for production and store carbonthroughout their useful life, they canhave inherent climate changeadvantages over all other materialswith which they compete, providedthey are produced in a sustainablemanner. • World Resources Institute
  22. 22. The Carbon Footprint of Paper: inperspective• Paper use accounts for 1% or less of the carbon footprint of the average family. 57% comes from housing (28%), food (16%), driving a car (13%) • VTT• The print and paper industry contributes 1.1% to world greenhouse gas emissions (2006) • WRI
  23. 23. People sometimes forget that everything we do has negative and positive social, environmental and financial impacts …and it can all be measured
  24. 24. The environmental and social impacts of e-medianeed to be fully considered• ICT relies on a significant amount of non-renewable natural resources extracted & processed, often requiring a significant amount of energy.• Manufacturing a desktop computer requires: • 529 lbs of fossil fuels (~10 x weight of the computer) • 45.5 lbs of chemicals • 3,307 lbs of water• E-waste is the fastest growing waste stream in the world. Over 200 million items of e-waste are thrown away every year in the U.S. (18% was recycled in 2009).• Health and environmental issues in developing countries where electronics are being disposed of.Source: NewPage Corp., 2009 ; Kruhr, R. and Williams, E. , 2004; GartnerConsulting, 2007.
  25. 25. How are all the products we use linked to environmental impacts on land use? 26
  26. 26. Many People Print Because They Like to Read onPaper (it has unique features)• Paper has major advantages in supporting annotation while reading, quick navigation, and flexibility of spatial layout. This allows readers to deepen their understanding of the text, extract a sense of its structure, create a plan for writing, cross-refer to other documents, and interleave reading and writing. • O’Hara, K. and Sellen, A., 1997.• How do users read on the web? They don’t. The online medium lends itself to a more superficial processing of information. Youre just surfing the information. Its not a deep learning. • J. Neilsen, 2009
  27. 27. • Add parents and books
  28. 28. Help us respond to “paperless” environmental claimsthat may be misleading• Encourage people to register on the website or join Two Sides (• By joining Two Sides as Member Companies you provide us with resources to send our message.• Send us your “anti-paper and print” claims. We track them and will eventually address them.• Use our templates to write your own letter. See• Use e-mail tag lines that promote the sustainability of print and paper.
  29. 29. Companies can Reduce Environmental Impacts by Focusingon Responsible Paper Procurement, Use and Recycling• Sustainable forest management and certified paper (FSC, SFI, CSA, PEFC)• Good environmental performance at mill, printing and converting facilities (emissions to air, water, solid waste generated)• A high % of renewable energy at facilities and the grid• Recycling is key• Use paper responsibly and print based on needs and use. Ex: Print and Pixel Logic• There are many resources documents on this topic (see the Toolbox)
  30. 30. Key Messages1. All products need to be produced, used and disposed of responsibly to minimize environmental impacts.2. The alternatives to print and paper are not without impact.3. Print, paper and e-media complement each other and can co-exist.4. It is not a question of paper or electronic, but rather which combination of the two has the least impact on the environment while meeting social and economic needs.5. Paper has a head start over many other products that surround us today - it has unique environmental and social features and its manufacture has the potential to be a self-sufficient and renewable industrial system.
  31. 31. Thank you! Phil Riebel, President and COO Two Sides U.S., Inc. Toll-free: 1-855-TWOSIDE Click the icons below to follow us on LinkedIn and TwitterPrint Power Presentation to Canon, 4th February, 2010