PAPERWATCH: Coatings, Travel Limit Green Claims

Traditionally, manufacturer's key environmental issues were air, water and ground pollution—all governed by the EPA. Publishers were concerned with recycling their printed materials.

But the new concern, sustainability, is much bigger. It takes the compliance disciplines to new places. The World Commission on Environment and Development defines sustainable development as meeting “the needs of the present without compromising the ability of future generations to meet their own needs.” In other words, replace what you use, preserve the eco-system and conserve resources.

Twenty-five years ago, the green printer who ran recycled paper was environmentally conscious. Reducing paper in our landfills was the big challenge for the print and paper world. By 2006, a record 53% of paper avoids our landfills, heading instead for pulping mills. The U.S. Forestry Service reports 1.74 billion trees are planted annually, and there are more acres of forest land today than 15 years ago.

Beyond paper, we now have additional considerations: Green printers must still keep waste product out of landfills; incoming raw materials must be manufactured using sustainable principles.

Paper manufacturers sold or are selling their woodlands. The new owners are Real Estate Investment Trusts and Timberland Investment Management Organizations. They may be diverting some of their forest lands into higher purpose use [buildings], but they are rising to the sustainability challenge when it comes to their crop. They're harvesting then replanting their trees using sustainable forestry practices—and have the certifications to prove it.

New foresters do more than replant trees. Monoculture tree stands are not considered good forestry or balanced eco-systems. Certifications that prove environmental stewardship of U.S. woodlots, now available, include chain-of-custody traceability. Papers made from these managed forests are readily available and are a must for green printers. But as paper is processed, it may receive coatings made from petroleum-based chemicals and pigments permanently removed from the Earth—not sustainable.

Another factor is minimizing the energy used in the process of making and shipping product. Making paper requires a tremendous amount of energy. The green printer will search for papers made on energy-efficient equipment that uses Earth-friendly fuel sources and generates minimal waste byproducts. To minimize the transportation carbon footprint, the green paper will be shipped from a nearby location—which also helps our balance of payments. And, of course, it is manufactured within current air, water and hazardous waste pollution guidelines.

Those ubiquitous emperor penguin ads have done much to raise awareness of global warming. Environmental groups seem to spring up weekly with planet-saving solutions. Marketers are connecting products to a cleaner world. As green claims abound, the umbrella concept of sustainability means a holistic approach to conserving and preserving the Earth.

ONLINE: Is your plant an energy star? Find out at the “Buildings & Plants” section: www.energystar.gov