March 18th 2025 – PrintGreen has launched as a transformative initiative – designed to empower brands, agencies and media professionals with data-driven insights on the sustainability of print communications and provides clear guidance on how to reduce the carbon footprint of a campaign. PrintGreen’s launch initially focuses on the direct mail and door drop channels, while future development will see it cover a broad range of print applications.
Central to PrintGreen’s offerings is a purpose-designed carbon calculator, developed in partnership with CarbonQuota. This free tool allows users to assess the carbon footprint of their print campaigns by inputting specifics such as paper type, weight, pagination, volume, and mailing details. This transparency empowers users to make informed decisions, balancing effective marketing with environmental stewardship.
Justin Cairns, Head of Offline Production at Ogilvy UK, highlights the significance of the initiative: “As organisations focus on reducing the environmental impact of their business, their media choices and how they are produced will come under increased scrutiny. Defining the environmental footprint and sustainability for physical print will provide brands, agencies, printers, and the wider industry with real advice and choice on managing and reducing the impact of their physical communications.”
PrintGreen further cements the print industry’s ambitions to play a leadership role in sustainability, helping brands and agencies make informed decisions, while aligning with overall advertising industry initiatives like Ad Net Zero. Sophie Pemberton, Senior Engagement Director at Ad Net Zero, highlights its mission, stating: “PrintGreen is an exciting development towards emissions measurement standardisation and ensuring meaningful emissions reduction across an entire media channel, from production to deployment. It’s a brilliant example of using accurate data to challenge misconceptions and leveraging sustainability as a strategic advantage.”
Sustainable engagement
Print is a highly trusted and engaging media channel, offering tangible marketing that drives deep consumer connection. Print also complements digital channels, boosting engagement and response rates, while creating lasting brand impact. With PrintGreen’s guidance, brands and agencies can leverage these unique strengths – without compromising on environmental responsibility and supporting a cohesive and effective multi-channel approach.
Highlighting why this is such an important consideration, Richard Armstrong, Partner at MSQ Sustain, comments: “Brands are moving quickly to use sophisticated ways to measure and reduce carbon in their media and marketing. PrintGreen is a timely and crucial initiative to foreground the sustainable credentials of mail and showcase the great strides already made in the sector.”
Ben Briggs, Managing Partner at Join the Dots, also emphasises the positive impact of utilising the data and insights provided by PrintGreen: “Understanding the true environmental impact of print media is essential for the marketing industry to make informed decisions that balance effectiveness with sustainability. PrintGreen addresses the critical gap in accurate environmental data, helping brands and agencies dispel misconceptions, uphold sustainability standards, and enhance the overall appeal of print media.”
Harnessing the power of print
Backed by a wide array of key sector organisations, which include MarketReach, DMA, The Strategic Mailing Partnership, Whistl, Nutshell Creative, Webmart and Paragon – PrintGreen is the latest initiative in a series of industry efforts designed to offer clear, practical guidance for brands and agencies, helping them align their strategies with meaningful sustainability goals.
Tom Maskill, Chair of PrintGreen and Chief Client Officer at Webmart, explains how PrintGreen is setting out to deliver on this positive vision: “The print industry lacks a single, authoritative message on sustainability – one that resonates clearly with brands and agencies. The disconnect between the valuable work being done, and how the industry is perceived by those who buy print and mail, is exactly what PrintGreen aims to address.
“Print can be a sustainable and highly-effective communications channel – one that offers transparency, a circular economy model, and real accountability when it comes to environmental impact. This initiative will arm brands and agencies with the truth about print’s role in a greener future.”
PrintGreen invites brands, agencies, and media professionals to join this transformative movement towards utilising sustainable print solutions. By adopting its resources and tools, users can confidently navigate the complexities of sustainability, meet consumer and regulatory expectations, and harness the enduring power of print in their marketing strategies.
For more information and to begin your journey towards sustainable print marketing, please visit: printgreen.org
