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TECHNOLOGY REPORT

It’s not easy being green

W hile the majority do right by the con- logistics before addressing items like instruction leaflets

cept, there are those that profess to
which are already highly controlled.”
The consumer packaging sector faces particular scru-
being kind to the environment, but in
Being ‘green’ is the reality are really only paying lip ser- tiny. Here Harris draws attention to Unilever that, he
mantra of those who vice. says, has “committed to calculating product carbon foot-
prints across its entire packaging range; a massive under-
care about the Consider McDonald’s which, in 2019, introduced taking covering 32,000 product lines”. Worryingly, he
planet. However, it’s paper straws that turned out to be non-recyclable. Then finds trade shows and exhibitions often reveal the extent
also on the agenda of there was Ryanair that, in 2020, was called out by the of the problem “with numerous stands promoting sup-
organisations seek- Advertising Standards Authority (ASA) over false low- posedly ‘green’ print. While some can substantiate these
ing to increase their emission claims. And more recently, Anglian Water was claims, many likely cannot”.
appeal and by exten- hauled over the coals by the ASA over the concealment of CarbonQuota collaborates with, as Harris says,
sion, profits. its pollution record. “numerous print houses that embrace product-by-prod-
uct carbon footprint services”. Standout examples for
Greenwashing in print is widespread him in POS alone include Kolorkraft, Augustus Martin,
Words by But we’re concerned with print, and Dominic Harris, and McGowans; and in the materials space, companies
Adam Bernstein co-founder of CarbonQuota, thinks that ‘greenwashing’ like Eikon, Berger and Solar Screen which is “gaining a
in the sector is widespread and hasn’t significantly competitive advantage by demonstrating a comprehen-
improved in years. And he says this even though he notes sive understanding of their environmental impact”.
that major brands typically prioritise sustainability efforts
on printed products with the highest environmental AI catches out advertisers
impact. “For instance,” he says, “a company like Lego will And it’s all becoming more interesting, especially
focus first on large point-of-sale materials, packaging, and where firms market products through advertising,

26 PrintWeek MENA July 2025 www.printweekmena.com