Print & sustainability? - Yes, that's possible!
The term "sustainability" has become a popular buzzword. You could say: sustainability sells. The rampant overuse of the term is not only accompanied by a questionable simplification, but also by the problem of greenwashing. Greenwashing stands for the exaggerated, unrealistic staging of the sustainability of a brand or product. It is no longer about authentic efforts to achieve greater sustainability, but about superficially satisfying the growing demand for greater environmental protection. This is possible because it is simply not possible for consumers to check the sustainability of all everyday products and media down to the last detail.
We long for simple explanations - today's world is complex enough. If they are offered to us, we are happy to accept them, often even unconsciously. This mechanism can also be used when it comes to the question of why print media has such a poor image in the context of sustainability. "We are switching to online brochures for the sake of the environment." - I'm sure we've all read something similar before. An understandable chain of thought that all too often follows statements like these: "Yes of course, save paper, save ink, reduce logistics costs - makes sense, good thing." Print is thus summarily declared to be the general environmental scapegoat, while digital is declared to be the uncomplicated all-round solution to the sustainability issue. However, a closer look shows that such a generalization is both unjustified and unfair. Short-sighted and untenable.
Print media are not per se less sustainable than online media; the reverse is also true. It's the details that matter. We dispel prejudices, show what is already being implemented in the context of sustainability and what great potential will open up in the future.
