A marketer’s guide to sustainable printing practices
January 14, 2025 | 
Aby McGarry
When it comes to choosing a printer for your flyers, leaflets and other promotional materials, it’s critical to assess how eco-friendly your supplier really is.
Many make unsubstantiated claims about the paper and ink they use, or the processes involved or will send you a certificate proclaiming just how much carbon you’ve saved –when the reality is that they’re not green at all.
We’ve taken a trip back in time to understand the impact of the print industry on the environment and spoke to a fellow B-Corp certified business, Seacourt Ltd, based in Oxfordshire, about their journey to become one of the most sustainable print firms in the UK.
Revolutionising print’s environmental impact
In the mid-90s, the offset printing industry was seen as so environmentally harmful that Det Norske Veritas, a major classification society, placed it in the same pollution category as mining, oil exploration, and nuclear energy.
Since then, the print, paper, and pulp industries have made giant strides in reducing their impact. For example, from 1990 to 2019, the paper industry cut its carbon emissions by 48% through renewable energy, more efficient processes, better recycling, and sustainable forestry management.
Seacourt exemplifies this shift, achieving net carbon neutrality over a 30-year period by rethinking every aspect of its printing process from its paper supply to waste disposal.
Derek McRae, Director at Seacourt, explained how this transformation began: “We had a wake-up call in the mid-90s when we realised how accountable our industry was for environmental degradation.
“We had two choices – do nothing or act. Thankfully, we did the latter.”
Beyond vegetable-based inks
In the 90s, Seacourt was already using vegetable-based inks, an eco-friendly alternative to crude-oil-derived inks. However, as Derek noted: “Achieving a truly sustainable printing process requires removing not only the water but the Isopropyl Alcohol, and/or substitute chemicals entirely.
“These chemical elements release harmful Volatile Organic Compounds (VOCs) into the environment. This occurs regardless of whether you use crude-oil or vegetable-based inks, so we were still polluting the air and large amounts of clean water.
“Upon discovering this, we developed a solvent- and VOC-free ink, and created the world’s first waterless, LED drying printing press, LightTouch™, which we unveiled in 2015. This has allowed us to remove 98.5% of VOCs from our factories.”
Since eliminating water from the process, Seacourt saves 1,600 litres of water daily and 10,000 litres of IPA chemical (isopropanol) annually.
Tips for reducing your impact on the environment
Here at Mosaic, as an organisation that delivers a wide variety of graphic design and print services for clients, we’ve compiled some tips to help you find the perfect supplier to help you keep your carbon footprint and environmental impact down.
1. Paper choice
When selecting paper, prioritise high post-consumer waste content, Forest Stewardship Council (FSC) certification, and chlorine-free options to minimise harmful chemicals. Additionally, check if they use eco-friendly packaging like recyclable, compostable, or minimised packaging.
2. Ask about inks and VOCs
Switching to a waterless LED drying printing process using VOC free inks and no VOC producing chemical damping, will be less harmful to the environment and to those who work in printing. Not only does the process not release VOCs but as the inks only cure under UV LED lamps, there is no need to clean the machines daily with harsh chemicals, making the process even safer for both workers and the planet.
Soy-based inks are another eco-friendly option. Made from soybeans, these inks are biodegradable and produce more vibrant colours. They require less energy to produce and are easier to remove during the recycling process, making the recycled paper of higher quality.
Ensure they offer solvent-free, VOC-free inks for a cleaner printing process.
3. Eco-friendly coatings
Opt for eco-friendly coatings like aqueous coatings, which are water-based and contain fewer harmful chemicals. These biodegradable options can effectively replace traditional varnishes and laminates that pose risks to the environment.
By adopting these essential sustainable printing practices, you can greatly diminish your business’s environmental impact while enhancing your brand’s reputation. Customers will value your commitment to eco-friendly initiatives and are more inclined to support a business that shares their values.
4. Renewable energy
Ask how the business powers its operations, as a reliance on non-renewable grid electricity (i.e. coal, gas, nuclear) will add significantly to its carbon footprint.
In 2003, Seacourt transitioned to 100% renewable energy from wind, wave, solar, and biomass sources.
5. Keep it local
Whenever possible, partner with local printers to reduce transportation emissions and support your community. This shortens delivery distances and fosters relationships with nearby businesses. Inquire about their delivery methods – do they use electric vehicles or other carbon-efficient options? This commitment to sustainable logistics can significantly lower the carbon footprint associated with shipping.
If you must work with a printer located further away, ask whether they collaborate with sustainable courier firms, as traditional delivery methods, especially those involving non-electric vehicles, can contribute to environmental harm.
6. Recycling
Recycling is another crucial factor to consider. Assess how wasteful a printer’s operations are and look at their waste management policies, aligning with the United Nations’ Sustainable Development Goal of Responsible Consumption and Production.
In 2009, Seacourt achieved zero waste to landfill, as Derek explained: “The only thing that has left our factory since then is client work and waste through 18 recycling streams. We send absolutely zero waste to landfill and even have worms to recycle our food waste.”
7. Eco-friendly packaging
Ensure that all packaging materials are minimised to reduce waste and that any materials used are eco-friendly. Ideally, this packaging should be made from recycled materials and be designed to be compostable, thereby contributing to a circular economy.
By confirming that your packaging choices align with sustainable practices, you help to minimise the environmental impact associated with production and disposal. This includes opting for biodegradable options that break down naturally and reduce landfill contributions. This demonstrates you are considering the entire lifecycle of the packaging from sourcing to end-of-life disposal.
8. Social responsibility and ethical practices
A truly sustainable printer also considers social responsibility. Many companies leading in sustainability support fair labour practices, such as equitable pay, prioritise safe working conditions, and contribute to local communities, addressing the “S” in ESG (Environmental, Social, and Governance).
To ensure that your chosen printer aligns with these values, it’s essential to check their certifications and policies regarding labour practices and community engagement. Look for transparency in their operations and inquire about any partnerships with organisations that promote social equity.
Sustainability claims and greenwashing
Derek warns that some businesses, despite growing awareness surrounding greenwashing, make unsubstantiated environmental claims. He said, “They use terms like green printing, eco printing, and sustainable printing, but these mean nothing without substantiation.”
Greenwashing, the practice of making false or misleading claims about sustainability, can lead to fines, reputational damage, and a loss of market share.
Seacourt’s sustainability claims are disclosed and supported in full in its annual carbon impact report and are recognised through multiple awards, including:
- “Beyond Carbon Neutral” certification by ClimateCare
- Highest-ranking B Corp printer globally (as of 12/1/2023)
- B Corp Best for the World Environment (2021 & 2022)
- Four Queen’s Awards for Sustainable Development
When selecting a printer based on their environmental credentials, don’t just take their word for it – verify their claims by checking for certifications and documented evidence.
Assess certifications beyond B Corp
Do not just look for certifications like B Corp, be aware of additional certifications like ISO 14001 or Green Seal for verified practices and educate yourself about what they convey.
Confirm supply chain transparency
Request transparency regarding their supply chain, including the origins of paper, ink, and other materials.
For a business to be genuinely sustainable, its entire supply chain must adhere to environmentally responsible practices. This means not only sourcing materials from sustainable suppliers but also ensuring that every step of the production process minimises waste and reduces carbon footprints.
Ask about carbon offsetting and reduction targets
Inquire whether the organisation participates in carbon offset programs or has set emissions reduction targets. Understanding their approach to carbon management is crucial for assessing their sustainability efforts.
If they are stating carbon neutrality, ask what they are offsetting for. This is important as it will highlight how far they take their responsibility. In Seacourt’s case it means not only offsetting for their almost carbon neutral factory, but also for their whole supply chain.
Carbon offset programs enable businesses to compensate for their greenhouse gas emissions by investing in projects that reduce or capture carbon, such as reforestation or renewable energy initiatives.
Additionally, ask about their specific emissions reduction goals. Do they have a timeline for achieving carbon neutrality or a target percentage for reducing emissions over the coming years?
This information not only highlights their commitment to environmental responsibility but also helps you evaluate potential partnerships with organisations that prioritise sustainability.
Consider digital printing for short runs
Digital printing presents a more sustainable alternative to traditional offset printing, making it an increasingly popular choice for environmentally conscious businesses.
One of the key advantages of digital printing is its ability to facilitate short print runs and on-demand production. This flexibility allows companies to produce only the quantities they need, which significantly reduces both emissions and waste associated with overproduction.
Moreover, digital printing minimises the use of resources such as paper and ink, as it eliminates the need for extensive setup processes that are typical in offset printing.
The marketer’s influence
Sustainable printing now covers every stage of the process, from design to distribution.
As a marketer, your influence in driving sustainable practices is crucial. By making informed choices and partnering with forward-thinking suppliers, you can reduce the environmental impact of printing while producing high-quality materials.
Every decision, from paper selection to printer choice, reinforces your clients’ and your brand’s commitment to the planet.
Are you ready to move to more sustainable marketing? Contact us to find out more.
Images courtesy of Seacourt Ltd