It’s clear that just about everybody thinks “go paperless, go green” marketing is ultimately about cost savings – a perfectly legitimate corporate goal – so why not just say that? Does is make good business sense to continue making unfounded claims about the sustainability of paper (aka greenwashing) if most consumers don’t believe them?
The poll, conducted for Consumers for Paper Options (CPO) to determine American attitudes toward government mandates and private sector programs that require electronic-only communications, also found that 84% of consumers think companies should not be able to force the shift to electronic bills, statements and other documents. (The Executive Summary of the poll, Access for All: American Attitudes Regarding Paper & Digital Information, is available here.)
It’s clear that just about everybody thinks “go paperless, go green” marketing is ultimately about cost savings – a perfectly legitimate corporate goal – so why not just say that? Does is make good business sense to continue making unfounded claims about the sustainability of paper (aka greenwashing) if most consumers don’t believe them?
Companies that continue to use unsubstantiated environmental marketing claims about print and paper not only risk eroding trust in their brands, but also may invite attention from the U.S. Federal Trade Commission (FTC). The FTC’s Guides for the Use of Environmental Marketing Claims, better known as the Green Guides, are very clear that environmental claims should be based on “competent and reliable scientific evidence” which they further define as “tests, analyses, research, or studies that have been conducted and evaluated in an objective manner by qualified persons and are generally accepted in the profession to yield accurate and reliable results.”
But even without the full scientific scrutiny of a complete life-cycle assessment, three basic comparisons of print on paper vs. pixels serve up a pretty compelling case for paper’s environmental sustainability and for keeping it as a communications option for consumers.
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Paper is made from a renewable resource, wood fiber from trees. Computers and the data center infrastructure that supports them are made primarily from finite resources – petroleum-based plastics, metals and rare earth minerals.
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More than 65% of the energy used to manufacture paper in the United States comes from renewable, carbon-neutral biomass. With very few exceptions, the growing infrastructure of the U.S. information and communications technology sector is powered by electricity generated from fossil fuels that emit greenhouse gases and contribute to climate change.
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In 2012, 65.1% of paper produced in the United States was recovered for recycling (AF&PA) compared to only 38% of computers in 2009 (the most recent figure available from the U.S. Environmental Protection Agency), and e-waste is the fastest growing municipal waste stream in the United States.
Whether or not they always follow through, I think most people want to be environmentally responsible in their choice of products and services. Companies that play fast and loose with environmental marketing claims like “go paperless, go green” only serve to make it more difficult for people to make valid choices and to erode trust in all green marketing claims – including those that represent real environmental value.
It’s time to wise up corporate America! Show your customers a little respect and pull back the green veil that covers the real intent of your anti-paper marketing messages. They’ll appreciate your honesty … and so will the FTC.
Kathi Rowzie is a Two Sides guest blogger and a sustainability communications consultant with The Gagliardi Group in Memphis, Tennessee.
Full Disclosure Statement: The GREEN (LIVING) REVIEW received no compensation for any component of this article.
