Green Your Marketing (Without Spending Lots of Green)

Like religion or politics, environmentalism is ultimately a personal decision. Everyone chooses his or her own way to practice or vote. Don’t be an evangelist or a “greenstander.” Choose a green path that’s comfortable for you, your business and your budget. Every little bit helps, but before you quickly jump on the green bandwagon (or fuel-efficient vehicle, as the case may be), take a broader look at all the aspects of green marketing and start by taking some small and meaningful steps toward preserving our planet. First, take a close look at the things you do in your current marketing.

Paper, Paper Everywhere!

Paper accounts for about 25% of landfill waste. If we cut our paper use by just 10% it would prevent the emission of 1.6 million tons of greenhouse gases — the equivalent of taking 280,000 cars off the road.

Despite the power of e- marketing and the Internet, an average American stillconsumes 700 pounds of paper annually. I’m sure marketing — postcards, newsletters, ads and other communications —contributes more than its fair share to that number. “Instead of printing out studies and reports for mass consumption, we put a list of studies in our press kits with a note at the bottom that says, ‘We’re going green! All studies are available for download on our website,’” says Rachel Berman of the Metropolitan Council on Jewish Poverty.

Another option is to evaluate the way you print. More printers are offering recycled paper and soy-based inks as an option. Although their prices are slightly higher than traditional printers’, green printers will often work with clients to come up with creative ways to save money through other aspects of their design and packaging. “Make sure you print on post-consumer [PC] paper,” says Frances Beebe, president of Manhattan-based Polyprint. “Some printers simply use scraps from their shops and call them ‘recycled.’ You should also ask if the paper is Forest Stewardship Council–certified.” Beebe also says the contents of ink are critical to green printing. “Be sure to ask for soy- or vegetable-based ink.” Graphic designers can visit GreenBiz.com for a guide to green printing. And West Coast–based printer GreenerPrinter.com not only offers a totally green way to order printed materials online, it also runs a wind-powered operation.

Print-on-demand technology (printing only what you need when you need it) ensures that you are ordering only as many copies as you require for a specific purpose. You reduce the waste of dated brochures and excess inventory that gradually makes its way into that landfill referenced earlier.

The Green Event