A new report shows Canada's printing, newspaper, book and magazine sectors made major environmental headway in 2007 despite difficult economic conditions for Canada's paper mills overall.
More than 520 Canadian book publishers, magazines, newspapers and printers now have Ancient Forest Friendly or eco-paper purchasing policies in place, up from 172 at the beginning of 2007. While many paper producers faced record losses and mill closures in 2007, green paper mills fared well.
Polling unveiled in the report shows these environmental initiatives - including printing publications on recycled paper - are greatly supported by Canadian consumers. 95% of Canadians say an environmental policy and progress toward meeting its targets are important benchmarks of a publishing company's environmental integrity.
However, the report also found 78% of Canadians believe companies are marketing themselves to be greener than they really are in practice, noting recent examples like US magazines that have run 'green' issues on 100% virgin paper, including Vanity Fair.
Building a green brand? Don't underestimate the ramifications of greenwashing.
Download the trend report "Finding Integrity in the Eco-Paper Market"
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