How to Make your Print Marketing Green

In the world of print marketing, there are many different ways to get your message out for people to see, but we now live in a world where it matters how that message is being delivered.  As a commercial printing company that has been serving the marketing needs of companies and individuals nationwide for over 94 years, we have seen many marketing trends come and go. One trend that is sure to not only stay but grow as well is an emphasis on green marketing.

What is Green Marketing?

Green marketing is placing the focus on the efficiency and sustainability of your operational processes, production, and distribution of marketing materials, whether physical or digital. In a traditional sense the emphasis of efficiency and sustainability was to increase the bottom line, but in today’s world that emphasis is two-fold as it is also about preserving the environment and leaving the planet in better shape for future generations.

How you Can Make your Marketing Green

The first step to making your marketing green is to work with an eco-conscious printer. In the commercial printing industry, the most obvious emphasis on environmental sustainability is the recycling of paper. But the buck doesn’t stop there.

4 ways a printer can be green:

1. Recycling
   ‍As stated above, the most obvious way for a printer or those having materials printed for their marketing efforts is to use recycled paper, and to recycle paper that is normally marked as waste. There are however many different materials that go into the production of printed pieces. In our facility, we recycle 35 tons of aluminum and 3 tons of plastic every year. This is in addition to the 350 tons of paper that we recycle.

2. Energy Efficient Operations
   ‍Something as small as a light bulb can really add up in costs and expended energy. This is especially true when you have a large facility. When switching your light bulbs to compact fluorescent lamps (CFLs), light emitting diodes (LEDs), or halogen incandescents companies can reduce their energy consumption by up to 80%, and the life of the bulb can last up to 25x as long over traditional incandescent bulbs. All of this is a plus for a green conscious marketer since you can save money and the environment at the same time. Source
   ‍‍
3. Waste Reduction Through Equipment Efficiency
   Choosing a commercial printer with updated equipment and standardized processes is key to minimizing environmental impact. At Wallace Carlson, our modern technology not only increases energy efficiency but also significantly reduces waste—using less water and fewer cleaning products throughout production. As a G7 Master Qualified printer, we follow industry-leading practices that prioritize precision, sustainability, and minimal waste output. Plus, we recycle everything we can—from paper and plastics to aluminum—to ensure responsible resource use from start to finish.

4. Forest Certification
   ‍When a printed product is endorsed by a forest certification system it means that it has been sourced entirely by those that responsibly manage forests. From start to finish each element of a product has been produced with environmentally responsible processes. Working with a forest certified printer means you are taking the steps necessary to make your marketing green.

Other ways you can make your marketing efforts green:

1. Targeted Mailing Lists- Direct mail is still a very effective medium to reach a targeted audience with something tangible that people can actually hold in their hands. Even though the people receiving the piece may be recycling it, in order to make your marketing efforts more sustainable and efficient you need to have a good targeted list. The better your list, the more likely your offer or advertisement is going to be applicable to the people who receive it, therefore, you are contributing less waste.
2. Using Electronics Less Frequently- Putting your computer to sleep when you are away from your workspace is a practice you can adopt right now. Also, if you tend to write blog posts or other long documents you should get in the habit of creating your rough drafts the old-fashioned way with a pencil and paper.