Good Citizenship is Profitable
4/16/07
Stephanie Davis, Creative Director
Today's business leaders are starting to realize good citizenship is profitable. They are beginning to understand how important a commitment to sustainability is in the strategic positioning and long-term economic well-being of their companies. The old excuse, "We can't afford to [be responsible]" has turned into "We can't afford not to." Consumers are demanding goods and services they purchase come from organizations that practice sustainability.
What is sustainability? In business, it's the balance between economic gain and environmental degradation. More specifically, it's promoting your brand (economic gain) without harming the planet (environmental degradation). As consumers, we want to buy goods and services with a clear conscience. We feel good knowing the purchases we make are helping the world stay in tact, not causing its slow death.
A good graphic designer will not only develop an attractive look for you, she will also help you win the tree-hugging heart inside your consumers.
Graphic designers have a social and ethical responsibility to develop print and packaging solutions that minimize environmental impact. Hire one who actively seeks sustainable materials and production methods, and who anticipates recovery of the finished product. Not only should she practice basics like specifying post-consumer recycled paper, but she should also look down the road to evaluate how the piece will be used and discarded.
One of the most important things a designer can do is research and choose vendors who also demonstrate a commitment to sustainability. Mohawk Paper is one who provides a fun tool that shows a project's environmental savings. It's a calculator on their Web site, www.mohawkpaper.com. Some companies are adding the results from this calculator to their printed pieces as a way of communicating their environmental conservation efforts to their consumers.
If you would like more information on the benefits and practice of sustainable design, please contact me and I will be happy to provide you with resources for further reading and advocacy.
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