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Effectively Communicate "Environmental Consideration"! Sustainability Marketing Using Printed Materials

"We're making efforts to be environmentally friendly, but we're not effectively communicating it to customers..." "I want to build a brand image conscious of sustainability." "Printed materials are often seen as bad for the environment, but isn't there a way to turn this around?"

In modern business,取り組み towards sustainability is not just a corporate social responsibility, but also a crucial element for building a competitive advantage. Environmentally conscious consumers, in particular, pay attention not only to the products and services themselves but also to the company's stance and values.

However, no matter how wonderful your initiatives are, they are meaningless if they don't reach your customers. It might seem surprising, but "printed materials" can be powerful tools for conveying a company's commitment to sustainability and deepening customer engagement.

This article explains sustainability marketing techniques for effectively communicating your company's environmental efforts through printed materials and resonating with customers.

Why Communicate Sustainability with Printed Materials Now?

In today's digital age, printed materials might have an image of being "outdated" or having a "large environmental impact." However, this very perception allows for creating a significant impact through strategic use.

• Tangibility and Reliability: Amidst the flood of digital information, physical printed materials can be held, are memorable, and convey a sense of reliability. They are suitable for communicating important messages like environmental consideration.
• Differentiation: As many companies focus on digital, utilizing eco-friendly printed materials can differentiate your business and project an image of a forward-thinking company.
• A Venue for Storytelling: Product packaging, brochures, and included items offer excellent opportunities to tell the story of your company's sustainability efforts.

Three Strategies for Communicating Sustainability with Printed Materials

1. Speak Through the "Object" Itself: Choosing Eco-Friendly Materials and Printing Methods

The most direct message is that the printed material itself is environmentally friendly.

• Use Recycled Paper/Non-Wood Paper: Choosing recycled paper with a high post-consumer waste content or non-wood paper made from bamboo or bagasse (sugarcane residue) demonstrates contribution to forest resource conservation.
• Select FSC® Certified Paper, etc.: Opting for paper like FSC® certified paper, which indicates it comes from responsibly managed forests, is a highly credible appeal.
• Use Vegetable Ink/Non-VOC Ink: Choosing inks that use vegetable oil instead of petroleum solvents or inks that do not contain volatile organic compounds (VOCs) contributes to reducing air pollution.
• Utilize Small Lot/On-Demand Printing: Print-on-Demand (POD), printing only the necessary amount when needed, is one of the most effective ways to reduce unnecessary inventory and waste. Platforms like Packache make it easy to achieve eco-friendly printing even in small lots.

Key Point: Clearly state the eco-friendly materials and printing methods used on the printed material itself. A simple sentence like "This brochure uses recycled paper and vegetable ink" eloquently speaks to the company's stance.

2. Speak Through the "Message": Specifically Describe Environmental Initiatives

Communicate your company's sustainability efforts specifically through the design and copy of printed materials.

• Introduce Specific Activities: Clearly state concrete initiatives like "Donating a portion of sales to environmental protection organizations," "Reducing CO2 emissions in the manufacturing process by X%," or "Adopting recyclable packaging."
• Utilize Eco-Labels: Appropriately display environmental labels (Eco Mark, Green Mark, etc.) to show third-party certification.
• Use Simple and Clear Language: Avoid jargon and use language anyone can understand to convey why the initiative is important.

Key Point: Place messages in locations customers naturally see, such as the back of product packaging, a dedicated page in a brochure, or an included thank-you card.

3. Speak Through the "Story": Leveraging Narratives that Resonate

Instead of just listing facts, appealing to emotions through stories can create deeper empathy and brand loyalty.

• Development Secrets/Background: Sharing why you started considering the environment, the passion behind choosing eco-materials, or struggles during development can build a humanized brand image.
• Contribution to Customers and Society: Specifically depict how the initiative contributes to customers' lives, society as a whole, and the future environment.
• Employee Sentiments: Conveying interviews or thoughts from employees involved in environmental initiatives demonstrates the company's sincere attitude.

Key Point: Effectively use illustrations and photos to develop a visually appealing story. Coordination with the brand website and social media is also effective.

Conclusion: Deliver Your Company's "Vision for the Future" with Printed Materials

Commitment to sustainability is no longer extraordinary. However, effectively communicating that commitment to customers and evoking empathy is crucial.

By strategically utilizing eco-friendly printed materials, you can demonstrate your company's sincere stance on sustainability and enhance brand value. From choosing eco-materials to crafting resonant messaging and telling compelling stories, printed materials hold infinite possibilities.

Platforms like [Packache] strongly support your sustainability marketing by making it easy to realize eco-friendly printed materials starting from small lots.

Why not deliver your company's "vision for the future" to your customers through printed materials?