Sustainability

Rüdiger Maaß

Sustainability is of strategic importance in the graphic arts industry, as it encourages companies to develop more efficient production processes and use environmentally friendly technologies. This not only strengthens environmental awareness, but also increases the attractiveness for environmentally conscious customers and investors. In the long term, the integration of sustainability strategies promotes the resilience of companies and their position in the constantly changing market environment.

Sustainability means future viability

Commitment to ecological sustainability in media production offers added value in two ways: on one hand, companies gain an effective argument for communicating with customers and investors by investing in climate protection. On the other hand, consistent implementation of sustainability strategies (avoid, reduce, compensate) also realizes production and cost benefits. These result from more effective workflows, more efficient technologies and the reduction of emissions, energy and consumables.

Furthermore, it is a matter of optimally preparing the information in the form of a sustainable effect (economic sustainability) via the available media channels and transporting it to the right channels at the right time. The goal is to generate a sensible balance between ecological and economic sustainability in order to operate professional multichannel publishing. It is clear that digitization is on the advance, but analog media continue to play an important role in the environment of effectiveness- because only sustainable communication succeeds in staging brands in a credible way.

Instructions for action

Qualification: The basis for sustainable action is knowledge of the possibilities- and this is where things get complex. Simply being able to make a decision on the selection of a media channel requires not only knowledge of the holistic sustainability of this media channel, but also an enormous amount of media competence. This is an area where our industry still has a lot of catching up to do.

Raising awareness: Acting sustainably means that employees, customers, suppliers and stakeholders must always be integrated into all processes.

Emission reduction: The use of renewable energy sources, alternative means of transport and optimized logistics are a basic prerequisite.

Partnerships: Cooperation with sustainable suppliers and service providers can help make the entire value chain more sustainable.

Transparency and reporting: Companies should disclose their sustainability efforts and progress. Transparent reporting promotes customer and investor confidence.

Content + right media channels = impact: Successful marketing and brand communication requires media competence. The foundation for this is not a battle of the media channels, but the sensible synergy of all available possibilities.

Read more about integrating sustainability principles and media companies taking responsibility. The media industry can play a pioneering role and pave the way for a more sustainable future - and anyone who understands sustainability as an economic principle for action will find their horizons broadening.

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