Print Power Presentation to Canon, 4th February, 2010

EMA 2012 Spring Meeting

April 18-21, Scottsdale , AZ

Two Sides

Promoting the Sustainability, Responsible

Production and Use of Print and Paper

Print Power Presentation to Canon, 4th February, 2010

What is Two Sides?

• An initiative by companies from

the Graphic Communications

Supply Chain, with now over

1,000 members.

• Non-profit launched in 2008 in

the UK and present in 14

countries.

• Two Sides U.S., Inc. began

operating in January 2012.

Why Two Sides? RESULTS OF U.S. CONSUMER PERCEPTION SURVEY (2010)

• 68-70% of people prefer paper for reading and

storage of documents – all ages, incl. 18-24 y.o.

• 70% link paper to tropical deforestation & have

concerns about impacts on forests

• >79% of 18-24 y.o. chose electronic as the most

environmentally-friendly way

• Consumers like recyclable products and need a

better understanding of the industry’s good

record.

For a summary of survey

results click here

What Has Led People to Think This Way?

• Historical practices

• Inaccurate / misleading information

reaching the public.

• Emotional connection with forests /

lack of education on sustainable

forestry & the forest cycle.

• Lack of a strong and common industry

voice.

• The “go paperless – save trees – save

the planet” messaging (i.e. switch to

electronic).

Fifty-five U.S Organizations Have Joined Two Sides

Paper Producers

• Appleton Coated LLC

• Boise Inc.

• Domtar Inc.

• Mohawk Paper Co.

• Monadnock Paper Mills

• Neenah Paper

• SAPPI Fine Paper North America

• UPM-North America

Printers

• Earth Color

• MBK Services Inc.

Press, Priting Equipment

• Eastman Kodak Company

Merchants

• American Paper Corp.

• Anchor Paper Co.

• Ariva

• ARC Paper, L.L.C

• Bosworth Papers, Inc.

• Bradner Smith & Company

• Butler-Dearden Paper

• B.W. Wilson Paper Co., Inc.

• Central Michigan Paper Co.

• Central Paper Co., Inc.

• Clampitt Paper

Merchants (cont’d)

• Dennis Paper Co.

• Graphic Paper, Inc.

• Jackson/ Newell Paper Company

• J.P. Gasway Company

• Lindenmeyr Division of Central

National-Gottesman

• Mac Papers, Inc.

• Midland Paper, Packaging + Supplies

• Olmsted-Kirk Paper Co.

• Omaha Paper Co., Inc.

• Pochteca Papel

• Printing Papers, Inc.

• Sandia Paper Co., Inc.

• Shaughnessy Kniep Hawe Paper Co.,

Inc.

• Spicers Paper, Inc.

• Sterling Paper Company

• Unisource Worldwide, Inc.

• Warwick Paper Co., Inc.

• WCP Solutions

Allied Organizations

• American Catalog Mailers Association

(ACMA)

• American Forest and Paper

Association (AF&PA)

• Cal Poly San Luis Obispo – Graphic

Communication Dept.

• Consumers for Paper Options

Envelope Manufacturers Association

(EMA)

• Gravure Association of America

(GAA)

• NPTA Alliance

• Paper Technology Foundation –

Western Michigan University

• Print Buyers International

• Print Media Centr

• Printing Industries of America (PIA)

• Printing Industries of America –

Southern California (PIASC)

• Print Services and Distribution

Association (PSDA)

• TAPPI

• The Institute for Sustainable

Communication

• What They Think

EMA & Two Sides

• EMA is an Allied Organization of Two

Sides

• Allied Organizations agree to:

• Promote Two Sides among industry

participants.

• Educate their organization and members

about the industry's sustainability issues.

• AO’s can provide financial support and

ad space, run articles, assist with

conferences, partner on special projects

Governance

Pulp & paper companies, equipment

& chemical manufacturers,

merchants, brokers, retailers,

printers, converters, graphic

designers, publishers

CEO and VPs from across

membership sectors

VPs and Directors of Sustainability /

Sales

VPs and Directors of Sales and

Marketing

• President & COO: Phil Riebel

• Vice-President: Martyn Eustace

• Treasurer: Kevin Gammonley

Two Sides Messaging Framework

Based on a renewable resource • Sustainable forest management

• Forest certification

• Biodiversity

• Ecosystem services

• Benefits of a working forest

A great carbon story • Minimizing carbon footprint

• Use of renewable energy and carbon neutral biomass

• Carbon benefits of managed forests and forest products

Recyclable • Increased recycling

• Eventual elimination of print and paper waste in

landfills

• Smart use of recycled fiber

Effective communications medium • Social benefits of print and paper

• Co-existence and synergies with e-media

Print and paper has a sustainable life cycle from raw material to recovery and re-use

• Print and paper have unique sustainability (environmental, social) features

• Responsible use of resources is key

• Industry environmental performance is continuously improving

• Promote responsible use of print and paper over the life cycle (purchasing / best practices)

www.twosides.us (A repository for information on the sustainability of print and paper)

Myths and Facts

Please use the information!

Resources

Upload

Video and Audio Library

• Newsletter

2x/month

• Links to select

news, reports,

facts, case studies

• Link to LinkedIN,

Twitter, WordPress

Blog

• Ask a question or

contact us

Ads currently being developed for B to C and B

to B publications

Anti-paper and Print Claims

Print Power Presentation to Canon, 4th February, 2010

Initiative to Correct Anti-paper e-billing

Messages

• Two Sides will begin challenging U.S.

organizations that send misleading

messages related to print and paper.

• Out of 94 U.S. banks, telecoms and utilities,

55% are sending misleading “paperless”

environmental messages to support e-billing

and e-statements.

• Two Sides is targeting an 80% success rate

in changing these claims, so that they do not

mislead people regarding the environmental

impacts of print and paper.

Paper and e-media - Key Points

• Rules and guidelines are in place for

environmental marketing (US FTC, ISO).

• Claims must be factual / verifiable and not

misleading.

• The “saving trees” message creates a false

impression that forests and trees are a finite

resource that is being lost instead of a

renewable resource being replenished based on

sustainable forest management practices.

• The full impact of switching to e-media are not

properly considered or ignored.

• People often print their electronic documents for

reference and record keeping, The system is

often not paperless.

Terrachoice. 2010.

• Paper is not a cause of

deforestation in the U.S.

• In the U.S., we grow

more trees than we

harvest. The amount of

U.S. forestland has

remained the same for

the last 100 yrs even

with 3-fold population

increase (U.S. Forest

Service)

FAO Global Forest Resources

Assessment 2010 :

• In the U.S. more paper products are recovered for

recycling than any other material.

• Recovery rates 2x as high as glass & metal, and ~9x

higher than plastic.

– U.S. Environmental Protection Agency

Forest Products Provide a Solution to

Climate Change

Because forest products [including

paper] can require little or no fossil

fuels for production and store carbon

throughout their useful life, they can

have inherent climate change

advantages over all other materials

with which they compete, provided

they are produced in a sustainable

manner.

• World Resources Institute

The Carbon Footprint of Paper: in

perspective

• Paper use accounts for 1%

or less of the carbon footprint

of the average family. 57%

comes from housing (28%),

food (16%), driving a car

(13%)

• VTT

• The print and paper

industry contributes 1.1% to

world greenhouse gas

emissions (2006)

• WRI

People sometimes forget that everything we

do has negative and positive social,

environmental and financial impacts

…and it can all be measured

The environmental and social impacts of e-media

need to be fully considered

• ICT relies on a significant amount of non-renewable

natural resources extracted & processed, often

requiring a significant amount of energy.

• Manufacturing a desktop computer requires:

• 529 lbs of fossil fuels (~10 x weight of the computer)

• 45.5 lbs of chemicals

• 3,307 lbs of water

• E-waste is the fastest growing waste stream in the

world. Over 200 million items of e-waste are thrown

away every year in the U.S. (18% was recycled in

2009).

• Health and environmental issues in developing

countries where electronics are being disposed of.

Source: NewPage Corp., 2009 ; Kruhr, R. and Williams, E. , 2004; Gartner

Consulting, 2007.

26

How are all the products we use linked to

environmental impacts on land use?

Many People Print Because They Like to Read on

Paper (it has unique features)

• Paper has major advantages in supporting

annotation while reading, quick navigation,

and flexibility of spatial layout. This allows

readers to deepen their understanding of the

text, extract a sense of its structure, create a

plan for writing, cross-refer to other

documents, and interleave reading and

writing.

• O’Hara, K. and Sellen, A., 1997.

• How do users read on the web? They don’t.

The online medium lends itself to a more

superficial processing of information. You're

just surfing the information. It's not a deep

learning.

• J. Neilsen, 2009

• Add parents and books

Help us respond to “paperless” environmental claims

that may be misleading

• Encourage people to register on the website or join Two Sides

(www.twosides.us)

• By joining Two Sides as Member Companies you provide us with

resources to send our message.

• Send us your “anti-paper and print” claims. We track them and will

eventually address them.

• Use our templates to write your own letter. See

http://twosidesus.wordpress.com/

• Use e-mail tag lines that promote the sustainability of print and

paper. http://www.twosides.us/fact.asp?FactID=131

Companies can Reduce Environmental Impacts by Focusing

on Responsible Paper Procurement, Use and Recycling

• Sustainable forest management and certified paper

(FSC, SFI, CSA, PEFC)

• Good environmental performance at mill, printing and

converting facilities (emissions to air, water, solid waste

generated)

• A high % of renewable energy at facilities and the grid

• Recycling is key

• Use paper responsibly and print based on needs and

use. Ex: Print and Pixel Logic

• There are many resources documents on this topic (see

the www.twosides.us Toolbox)

Key Messages

1. All products need to be produced, used and disposed of responsibly

to minimize environmental impacts.

2. The alternatives to print and paper are not without impact.

3. Print, paper and e-media complement each other and can co-exist.

4. It is not a question of paper or electronic, but rather which

combination of the two has the least impact on the environment

while meeting social and economic needs.

5. Paper has a head start over many other products that surround us

today - it has unique environmental and social features and its

manufacture has the potential to be a self-sufficient and renewable

industrial system.

Print Power Presentation to Canon, 4th February, 2010

Thank you!

Phil Riebel, President and COO

Two Sides U.S., Inc.

pnr@twosides.info

Toll-free: 1-855-TWOSIDE

www.twosides.us

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