It seems incredible that sustainability as a concept is less than 30 years old, first appearing in 1987 in the famous Brundtland Report (also entitled ‘Our Common Future’) produced by several countries for the UN. Since then the world has continued to embrace sustainability across multiple industries. For us in the printing industry, even eco-friendly papers became increasingly important to conscientious consumers and businesses alike.
Over the last 25 years, a handful of paper mills have led the way in providing high-quality, environmentally responsible paper products. However, the availability of eco-friendly papers in the print market has faced challenges in recent times, leading to concerns among those who prioritize sustainability.
Eco-Friendly Papers & The Pandemic
The impact of the COVID-19 pandemic led to significant shifts in global markets and industries. As consumer behaviors changed dramatically, many paper mills were forced to adapt their production lines to meet the increasing demand for packaging materials. Everyone was suddenly getting everything delivered to their house and the rise of the direct-to-consumer (DTC) market during this time saw an explosion in demand for packaging, as online shopping became the norm for many consumers. This shift in focus meant that paper mills moved away from producing eco-friendly papers in favor of packaging materials to keep up with the evolving market.
While this change was necessary to keep up with demand, it resulted in a notable decline in the availability of eco-friendly papers in the print market. Some of the bigger paper manufacturers stopped making their 100% recycled post-consumer waste papers entirely and opted just to continue to make the more cost-effective 10% recycled papers.
Manufacturers like Neenah, Mohawk, and New Leaf Paper, known for their commitment to sustainability and eco-friendly paper products, faced challenges in maintaining their production of these stocks amidst the broader industry changes and this inevitably sent their prices up as they struggled to compete and hold true to their brand values.
Notable Eco-Friendly Paper Brands
Despite the challenges faced during the pandemic, paper manufacturers such as Neenah with their Environment range, Mohawk with their Sustainable Collection, and New Leaf Paper’s Reincarnation or Ingenuity products have remained committed to providing sustainable options. Each company offers a range of eco-friendly papers that cater to various needs:
- Neenah: Neenah’s commitment to sustainability is evident in its extensive range of environmentally friendly paper products. Their options include recycled papers and papers made from alternative fibers, offering excellent quality and performance for various print applications.
- Mohawk: Mohawk is known for its dedication to sustainable practices, offering papers that are FSC-certified and made with recycled content. Their focus on innovation and quality has made them a trusted name in the industry.
- New Leaf Paper: New Leaf Paper is a B-Corp company and has long been recognized for its high-quality recycled papers, making it a top choice for those seeking eco-friendly options. Their products are made with a focus on reducing environmental impact while maintaining exceptional print quality.
What’s next?
The print world has emerged from the disruptions caused by the pandemic and the print market has stabilized. We are starting to see an increase in the availability of eco-friendly papers, much to the relief of environmentally conscious consumers and businesses. The range of recycled content paper available in the market continues to be a bit polarizing and prices have come down some, though not to pre-pandemic levels.
Industry experts have expressed optimism about consumers and businesses using more sustainable practices. This chart covers direct mail pieces that include a sustainability stance from 2020-2023. From a trend perspective, we see this becoming more prevalent. We are hopeful that we are back moving in the right direction.
Source: Who’s Mailing What – https://www.whosmailingwhat.com/blog/direct-mail-trends-2024/
