refers to a better formula of “ingredients” or inputs plus the production “design” of paper including the pulping, paper-making, printing, distribution, and recycling.
In my recent blog, How to Prevent a Green Backlash Against your Brand
, I talk about potential dangers to brands that come from not knowing what’s in your paper – the ingredients and design. If the paper is made with fiber from forests of high conservation-value, or from mills with dangerous pollution discharges and heavy carbon emissions, then the brand increases its risk of public backlash.
Here is a table of some better paper ingredients vs. “old-school” and brand-risking ingredients:
|Lighter basis weight
||Heavier basis weight
|Recycled content & agricultural residue
||Virgin tree-fiber & GMO trees
|Oxygen delignification, Processed Chlorine-Free
& Totally Chlorine-Free
|Inefficient and lower-yield Elemental Chlorine-Free
|Forest Stewardship Council certification
||SFI, CSA, PEFC
|No/Low carbon energy sources: Wind, Solar, & Biogas
||Heavy carbon energy sources: Coal, Oil, and Biomass
The bad news is that virtually all magazine grade paper contains most of the “brand-risk” ingredients and few, if any, of the better paper ingredients. The good news is that doesn’t have to be the case. There are many different environmentally-responsible paper options on the market from a variety of different paper mills, merchants, and printers. You can see a partial list of magazines that are currently using recycled paper on our website.