Print & digital: a comparison
In the discussion about the sustainability of various media, there are decisive factors that are often overlooked. How sustainable a medium is, whether digital or printed, sometimes depends on aspects that cannot be determined at a glance. In this respect, decisions can only be made on a case-by-case basis, so to speak, and statements such as "We are switching to online advertising out of love for the environment" lose their basis. Print as the devil, digital as the angel - it's not that simple.
The following concise comparison illustrates the complexity of the print-digital relationship with a particular focus on sustainability. The focus is on highlighting the advantages of print and showing what is often not considered with digital. However, the aim is not to play the two sides off against each other. Because there is great potential in their combination, and the synergy that can result from this can not only reduce environmental impact in the best possible way, but also optimize the reach and effectiveness of media campaigns, etc.
Resource consumption and environmental impact
Print: Print media are quickly suspected of being bad for the environment due to their paper consumption. And yes - it is in the "print business" to need paper. However, many printing papers today come from sustainably managed forests (FSC-certified), which reduces the ecological footprint. In addition, modern printing techniques have become more efficient, which means that less energy, water and chemicals are required along the entire production chain. Localized printing locations can also reduce transport emissions.
Digital: Digitalization also consumes resources, especially in the form of energy for servers and data centers that store and process data. The manufacture of electronic devices also requires resources and energy. The increasing demand for electronics leads to a higher demand for raw materials such as metals and rare earths, which are often mined under problematic conditions. Last but not least, the operation of PCs, notebooks, cell phones, etc. consumes electricity. electricity is consumed.
Life cycle & disposal
Print: Today, modern recycling technologies make it possible for printed products to be reused for new paper products. Paper fibers can be recycled an average of 10 to 25 times. This closes the cycle and the amount of waste and resource consumption can be significantly reduced.
Digital: Electronic devices also have a limited lifespan. It is not uncommon for them to be disposed of prematurely when new, sought-after models come onto the market. The disposal of e-waste is often problematic and can lead to environmental pollution from toxic substances if they are not recycled properly. In addition, e-waste from Europe is often exported to third countries where people, including children, risk their health to find recyclable material.
Accessibility & use
Print: Print media offers a real sensory experience and is often easily accessible - even without electricity or an internet connection. What's more, even in the digital age, there are people who are more comfortable with print media or simply prefer it to digital media. Print media can be used and passed on again and again, which has a positive impact on its sustainability balance. Sustainable use of print media depends above all on its lifespan and useful life - the longer, the more sustainable.
Digital: Digital media is immediately available, provided there is a power source and, if necessary, network/internal reception. They enable interactivity and offer a wide variety of multimedia content that can improve or support the entertainment or learning experience. The sustainability of digitally consumed media depends primarily on the modernity of the end device (power consumption) and the type of data transmission used.
Range & accuracy
Print: Targeted print runs and personalized content can reduce the environmental impact of print media by using no more than the required amount of paper and ink. Programmatic Printing can also minimize overproduction, as print runs are precisely tailored to demand and target group needs based on collected data. This also ensures that fewer print products are disposed of because they arrive where they are wanted and of interest.
Digital: In the digital sector, reach and targeting can be maximized through targeted advertising measures and personalized content. Approaches such as programmatic advertising can increase efficiency by tailoring ad placements and content precisely to the interests and needs of target groups. In the area of reach and targeting, print and digital can be combined particularly efficiently to achieve the best results, which also have a positive impact on sustainability.
