His motivation: the high demand for wood for mining and construction at the time. You could say that Carlowitz recognized a problem and literally went to the root of it in order to tackle it. That is what we can still learn from him today, one of the pioneers of the concept of sustainability: It is worth taking a closer look for a deeper understanding. Not only to penetrate cause-and-effect structures and find appropriate solutions, but also to do away with false attributions and prejudices that waste both valuable time and energy.

Can print be a sin?

The image of the graphic arts industry as a particularly sinful sector in terms of the environment and sustainability prevails in many people's minds today. Paper manufacturers and printers are particularly affected by this. Large retail companies are increasingly reducing or completely discontinuing print advertising, relying instead on apps or e-brochures and using them to present themselves in the media as "real movers and shakers" when it comes to sustainability - keyword "greenwashing": sounds good, but unfortunately achieves little or nothing. It begs the question: Is this about real, well thought-out and effective progress in terms of sustainability? Or is it mainly about gaining popularity by trying to satisfy the masses' vague desire for a scapegoat and the feeling of doing something about it? The desire, i.e. the desire for simple solutions, is perfectly understandable; I'm sure we all know it. Today, we as a society are confronted with so many highly complex problems of all kinds that it is almost impossible to be informed about each of them in detail. The environmental crisis is one such highly complex problem. You may have picked up something somewhere like: Printed matter consumes raw materials and resources, therefore it is better for the environment and climate to consume information digitally - the main thing is to save paper. "Sounds plausible, will be true!"

Especially in the context of such complex issues as sustainability within large industrial structures, a quick glance is not enough. This could also be observed in the context of plastic. Plastic is not bad for the environment per se. Its longevity has two sides. As a particularly durable and versatile material, plastic can be used to produce particularly long-lasting products in terms of sustainability. As waste in the environment, its longevity is the opposite of sustainable, or at best sustainably miserable. To summarize: When it comes to sustainability, it always depends on context, handling and use.

Print & Digital in the context of sustainability - Changing Perspectives

With this in mind, if we return to the question of whether a printed product or its digital counterpart is more sustainable, we would basically have to look at each comparative situation individually - because there are so many factors to consider in this question. As print products are already burdened with enough prejudices, we will reverse the starting conditions and raise relevant questions regarding the sustainability dimensions of digital media in the following. After all, just because their potentially negative environmental impact is less obvious does not make it any less significant. 

• Energy consumption: How high is the energy consumption during the use of digital media, including the operation of servers and end devices? 
• Electronic waste: What measures are being taken to reduce electronic waste and recycle electronic devices at the end of their life? How, where and by whom is electronic waste recycled? 
• Resource consumption: What resources are needed for the production of digital devices, digital infrastructure and the operation of data centers? 
• CO²-emissions: How high are the CO²-emissions caused by the operation of servers and data centers as well as energy consumption during the use of digital media? 
• Life cycle: How does the lifespan of digital devices and the frequency of updates and upgrades (new purchases) affect the overall sustainability of digital media? How does the desire to always own the latest technology affect the environmental balance? 
• Effectiveness: Does the digital medium effectively reach the desired target group and is it sufficiently used by them to make the energy consumption behind it "worthwhile"? Does the use of the digital medium lead to the desired success, such as conversions or interactions? 
• Social sustainability: What are the social implications of using digital media, including aspects such as accessibility, data protection, working conditions in the digital industry and social participation?

And in the print media sector?

Here, too, it is the less visible aspects that are simply overlooked when it is once again said somewhere that print media are a pure environmental sin. However, this does not mean that they are any less important - in a positive sense... 

• CO²-footprint: Print products account for less than 1 % of CO²- footprint per person in Germany. 
• Materials: Many print products are produced on paper that comes from sustainably managed forests. No natural forests are cleared in the process. In addition, healthy trunk wood is used for house and furniture construction. It is far too expensive for the paper industry. Fresh fibers for paper production in Germany come from thinning and plantation wood as well as sawmill waste. 
• Certifications: Print media can receive environmental certifications, such as the FSC or Blue Angel seal. This leads to transparency and creates trust. 
• Recycling: Germany is the world champion in recycling. 84% of graphic paper in Germany is recycled - that's what makes print products so sustainable.
• Printing process: The printing industry is not a thing of the past. Modern, energy-saving printing technologies have been increasingly used and developed for years.
• Longevity: High-quality print products such as books, magazines or posters often have a long lifespan and can create added value over a long period of time. 
• Independence from power sources: No power or energy source is required to consume print media. Once available, they are "simply" available.
• Availability: Print media are also available to people without access to digital devices or internet connections - a social dimension of sustainability.
• Orientation: Print media provide orientation in the digital overflow.

And the moral of the story?

It should have become clear how important it is to look at "overall sustainability" and not make hasty judgments about what is better or worse based on a few factors. As far as sustainability is concerned, the task now facing players in the graphic arts industry is to take the "-ur-" out of prejudices against print products and make their advantages more visible again - even beyond the area of sustainability. Print media have character. They are tangible, genuine and offer a full sensory experience. Consciously leafing through a brochure or touching a high-quality print product can create an immediate and profound connection and appreciation. In addition, print media can score with a conversion rate that is almost impossible to achieve in online marketing. The physical presence and value of print media can contribute to long-term use and create memorable value. This is not only good in the context of sustainability, but also for brand loyalty. What is important is that it is not about playing off each other. It's about understanding that print and digital are like two different beings - with different characteristics and strengths. This is precisely why they can often complement each other wonderfully - and we can also use this for a truly more sustainable future for the graphic arts industry.