PUBLICATION CENTER

By Ken Mergentime, executive editor of Digital Graphics magazine

Reprinted from Sign Business magazine, August 2007

Have you noticed the growing number of “environmentally responsible” product options coming to the wide-format graphics end of the sign industry? Suddenly we're seeing promotional literature from manufacturers with words like “bio” and “green” attached to product descriptions. I see this as an important and an undeniably positive signal in the industry.

But we need to remember that there's a very big difference between talking green and being green. One problem is that true solvent inks printed onto vinyl banner materials is a very effective and economical printing solution for outdoor applications. It's tough to "go green" when straight solvent print is so profitable.

So, will using UV-curing printing systems get you off the VOC-issue hook? Not really. Although when fully cured, UV-curable inks are completely inert, they contain VOC compounds when in liquid form, some of which are quite toxic to humans and the environment. Liquid or partially-cured UV-curable ink is classified as a hazardous material. UV-cure inks are not necessarily a "green" solution — somewhat greener, perhaps — but certainly not an environmental panacea.

But now we have products on the market geared toward sustainability, and they are proudly marketed as such. Does this mean that by using solvent inks that have been derived from a renewable resource such as corn — rather than from petrochemicals — that you now run an environmentally responsible business?

What about the media that's being printed on? Does it contain PVCs that will remain in a landfill for all eternity? Maybe you're printing on a new biodegradable media, or recyclable PVC-free printable polyethylene film. Does that cover you?

Being "green" might also mean that you and all your employees bike to work, or drive only electric vehicles. Covered? Well, one might then ask, was the electricity used to charge that oh-so-green eco-car generated by burning pollution-spewing coal, or was the electricity generated by clean wind-powered means?

The point is that it's easy to jump on the big, green bandwagon, but the concept of environmental responsibility and "being green" can become a very deep topic — if it is taken seriously, as more than convenient marketing hype. Making a commitment and sticking to it isn't easy, and it will require more than one step.

There have been a number of articles recently in industry publications promoting the idea of corporate sustainability, rather than a simple awareness of health or environmental issues. The concept goes beyond installing proper ventilation in your printer room to meet OSHA standards, or capturing VOCs with an air filtration system to satisfy EPA regulations.

It's relatively easy to say one is "green" when there are no industry standards and no accepted definition for the term. Sustainability is a mindset that implies stewardship; a willingness to replenish what we use up — a deep subject indeed. The question is, can that be applied to businesses? — ones that actually want to make money? Surprisingly, the answer is, Yes.

Once we accept the idea that corporate sustainability is a journey rather than an end-point, then it's easier to see how, in practical ways, it can indeed be done while still remaining profitable. Like anything worthwhile, it requires a good plan.

One way to get this ball rolling is to implement an Environmental Management System (EMS). As the name implies, it is a systematic approach to sustainability. Rather than trying to make radical changes in your business, it allows you to take small steps, review their success, and improve your profitability at the same time. It’s a cyclical process that embodies the concept of sustainability as a journey. More information on this highly customizable program is available from the Environmental Protection Agency.

If you are serious about going green with your business, then it's a great place to start. Once you start the program, let your clients know of your efforts.

Right now I know of only a handful of digital print shops that are embracing this whole "green thing" — and they tell me they are doing so not simply because they are good environmentalists (which they are), but because their customers are demanding it. These printing pioneers are mostly located in geographic areas where "greenness" is already an accepted part of the popular culture (California, Washington, etc.).

But the question remains, what will drive this nascent movement into broader acceptance? The answer, as I see it, is threefold. The first driver is going to be customer demand. This won't happen until the general population becomes aware of the issues involved. Right now most people don't give a single thought to how graphics are made.

The second driver is effectiveness and profitability. Most businesses will not opt to "go green" unless the alternative solution actually works, and that it can be shown to be a profitable option. If the prints are still vibrant and durable, and the market will allow them to charge a premium for their "green graphics," that can motivate change.

The third driver, of course, is government regulations. One of the big reasons this movement is even on our radar screens is because of tougher regulations that have already been promulgated in Europe. Many U.S. manufacturers are realizing that it is only a matter of time before similar environmental legislation reaches our shores and are getting ahead of the curve by offering us greener alternatives now.

This will all take time, of course, but that's okay. As long as we are headed in the right direction.