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CURRENT ISSUE
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IN THIS ISSUE
Publisher’s Note: From The Bottom Up
Letter To The Editor: Make The Type Bigger Thinking Green: FTC Guides, Wal-Mart, Rachael Ray Green People: Eason Associates Project Planet: Unscrewed Up, Real Sustainable Products and Resources Special Promotion: Package Design Sustainability Webinar PUBLISHER’S NOTE: FROM THE BOTTOM UPMy wife had a wonderful career as an art historian before a mid-career
change to teaching. Much to her chagrin, I suffer from museum feet, an
overwhelming fatigue in art museums that compels me to rest on the nearest
piece of Mies van der Rohe furniture. I am not proud of this, but there
it is. My theory as to the cause of this strange ailment? I was taught
in my formative years that art was Important (with a capital
“I”), museums were cathedrals where you quietly worshipped
immortals, and visitors are not participants but passive vessels of
received wisdom from people smarter than you. Unfortunately, that
top-down, non-participatory experience set me on the path to boredom and
not a little resentment. Why do I bring this up now? Truth be told, I
see a pattern repeating itself as I edit this (amazingly fastgrowing)
enewsletter. The stories that involve top-down rulemaking — and/or
the sermons from Important people (with a capital “I”) about
my profligate behavior — and/or those who confuse morality and
science — bore the heck out of me. Worse, they make me skeptical
of the reasoning and resistant to the agenda. On the other hand, I find
myself drawn to the stories that focus on individuals and companies who
voluntarily act to make a difference, and to initiatives that welcome all
of us to participate in our own salvation. It all comes together nicely
for me in the “Unscrew America” campaign, described below.
This program combines many attractive elements: a grassroots sensibility,
a call to action that invites broad participation, the promotion of small
and achievable acts that add up to meaningful progress, and a fun approach
in which the messengers take the challenge — but not itself —
too seriously. I realize that top-down and bottom-up approaches to
environmental solutions are not mutually exclusive: the planet needs every
bit of help it can get from every direction. Still, I like what Nathan
Heleine of Boom Design Group, one of the firms working on the Unscrew
America campaign, has to say: “We really got behind this project
because it brings a new tone to the issue. Green needs to be approachable
so that people aren’t so overwhelmed.” — Gordon Kaye, editorial@gdusa.com LETTER TO THE EDITOR:In the February Green Enewsletter, I wrote that “conventional wisdom says that enewsletters should be short and snappy since readers online are attention deficit-y” but that, as a magazine guy first, I have trouble shortening up. Paul Dunn responds... Your Publishers Note in the February Green eNewsletter struck a chord with me. Personally, for eNewsletters, I like mostly very short content that may have a link to a longer article, and then one or two longer articles on the highlighted topic of the day. The bigger frustration for me are mistakes in the overall design... mistakes usually made because the designer forgets that not everyone has the same set up they do, e.g., 30” ultra resolution dual monitors with fiber to the desktop. Tops on the frustration list is using fonts that are too small. Your eNewsletter falls in this category. For newsletters I would like to lean back in the chair and consider the ideas presented, but small fonts make me lean forward so I read less and less. But wait... a text-only version is available. Great! I can open that up in a browser and make it teleprompter size font and read it on the couch across the room. Fantastic! NOT! The text-only version may work for a screen reader for the blind, but a .txt file won't word wrap so you have to scroll left-right in addition to up-down. Thanks for listening. I do enjoy the content, even with these frustrations. — Paul Dunn, Recycling Coordinator, City of Omaha Public Works THINKING GREENWashington Weighs In
Wal-Mart Solicits IdeasIn the latest step in its green offensive, Wal-Mart Stores has launched a web-based tool to help identify new ways to make its operations more environmentally friendly. Cleantech Group, a small company that links inventors of sustainable technologies with investors, is soliciting ideas on behalf of Wal-Mart to address such diverse problems as the reuse of vegetable fats from the deli fryer and more efficient batteries for the company's thousands of forklifts. Cleantech is using its network of scientists and industry experts to assess ideas and business plans, and will pass along the most promising within a matter of weeks. Wal-Mart hopes to implement the most practical ideas as widely as possible within two years, especially those that improve the bottom line. “The number of [sustainable technology] innovators and well-funded ideas is growing so rapidly that we can’t keep up with it,” said Rand Waddoups, Wal-Mart’s Sustainability Director. “We’re looking for something that's got potential, even if it's not here today.” Recently, Wal-Mart has been winning praise even from some former critics for initiatives to reduce its carbon footprint, cut packaging waste and sell more environmentally friendly products. Green All-Star LineupCompostmodern ’08, an interdisciplinary, biennial design conference on
environment and design, was recently presented by AIGA SF and the Center for
Sustainable Design at the Academy of Art University in San Francisco. Sponsored
by Adobe, Mohawk Fine Papers and New Leaf Paper — GDUSA was a media
sponsor — it fair to say that attendees, organizers and presenters collectively
shared a sense of urgency to address sustainability as an everyday practice rather
than a niche way of working. Moderator Joel Mackower, GreenBiz, set the stage
with his opening remarks: “Sustainability is like teenage sex—everybody
says they’re doing it but no one really is. And those who are doing it aren't
doing it very well.” Worldchanging’s Alex Steffen described the roster
of speakers as “a bright green, all-star lineup.” Presenters included
Adam Werbach, former Sierra Club president (“we need leaders and designers
are in the sweet spot”); Jeff Walker of VSA Partners (on GE’s
Ecomagination initiative); Scott Stowell of Open (on the design vision of Good
magazine); Jane Savage of Nike Considered (on the company’s drive to use
more sustainable materials and design practices); and Center for Sustainable Design
co-chairs Marc Alt and Phil Hamlett (fleshing out strategic initiatives for sustainability
within AIGA). One specific action item: an announcement that AIGA will partner in the
Designers Accord, a call to arms for the creative community to reduce the
environmental impact caused by design. For The BirdsParticipants in a unique study of bird populations that is expected to improve forestry
practices in Canada’s Acadian forests have received the first-ever Sustainable
Forestry Initiative Leadership in Conservation Research Award. SFI head Kathy Abusow
presented the award to Time Inc., UPM-Kymmene, the Universite de Moncton, the New
Brunswick Department of Natural Resources, The Nature Conservancy of Canada, and
Bird Studies Canada. The Birds as Bioindicators of Biodiversity Study was launched in
April 2007; the study is evaluating the reproductive performance of several songbird
and woodpecker species in treated and controlled areas of public lands managed by
UPM-Kymmene in New Brunswick, with a goal of using the results in the development
of future best management practices. “The world's forests are vital natural
resources,” comments David Refkin, Time Inc.’s Director of Sustainable
Development. “Through its Certified Sustainable Forestry Program, Time Inc.
works to ensure that as much paper as possible comes from forests that are harvested
sustainably. It is important for customers to support work that will strengthen
forestry practices and we are honored to be recognized for our leadership role by
SFI.” A Question of SustainabilityCommissioned photography by Doug Beasley from the Kenai Peninsula and Denali
National Park in Alaska add powerful visual impact to anew Sustainability Question
& Answer Guide just released by Wausau Paper. The 36-page guide includes a
glossary of information about all things environmental, and is meant to serve as a
go-to source for designers and stewards to answer questions about sustainability
issues surrounding paper use, printing, and design. “As part of our ongoing
commitment to sustainability, the goal is to provide resources to graphic designers
and corporate stewards who are fostering a dialogue on sustainability within their
clients’ and their own organizations,” says Jeff Fox, Director of
Marketing for Wausau Paper’s Printing & Writing sector. “ The guide begins
by illustrating the impact of today’s business paper use, and continues on by
suggesting ways to advance a company’s eco-impact. Other topics
addressed: What is green purchasing? Can an art director make a real environmental
difference? What should I look for in an environmentally responsible paper? Do
consumers really care about recycled papers? GRAPH_COMM 08Graphic_COMM takes place April 10 in Boston. It is a one-day symposium for print buyers and media specifiers. The day consists of educational seminars, a marketing panel discussion, an opening keynote luncheon and presentation, and an exhibit hall with 40 to 50 print service providers. The event wraps up with a closing cocktail and networking reception. There is no charge for print buyers and media specifiers to register and attend any of the educational sessions. There is a $30 charge to attend the opening keynote luncheon. The keynote speaker is Jim Mikol, EVP, director of print management at Leo Burnett in Chicago. Advanced registration required at www.pine.org. GREEN PEOPLEEason Associates On A Journey
PROJECT PLANETUnscrewed Up
Peter Max
Real Sustainable
Rachael Ray RecycledSpeaking of magazines, the second annual SustainPrint Leadership Awards have
been announced, recognizing magazine and book publishers for their outstanding
achievements in environmental sustainability. Every Day with Rachael Ray and
Nickelodeon Magazine are the 2008 winners in the magazine categories. The awards
are presented by Publishing Executive and Book Business magazines and
SustainPrint.com—which provides information on environmental sustainability
in printing and publishing. Every Day With Rachael Ray and Nickelodeon Magazine
both earned their awards in the “Newcomer of the Year” category for
magazine publishers. Beginning with its November 2007 issue, Every Day With
Rachael Ray, published by Reader’s Digest Association, began to print its
more than 2.5 million copies on paper with 85 percent recycled fiber from
post-printed waste—10 percent of which is guaranteed post-consumer
waste. The Nickelodeon Magazine Group in 2007 announced a new policy outlining
environmentally sustainable objectives for its two major titles: Nickelodeon
Magazine and Nick Jr. Magazine. Nickelodeon Magazine is the group’s first
title to fully meet these objectives, as it is now printed on 100-percent recycled
paper, 80 percent of which comes from postconsumer waste. The paper is
FSC-certified and processed chlorine free. SPECIAL OFFER: CD OF WEBINAR ON SUSTAINABLE PACKAGE DESIGNDesigning for Sustainable Packaging was an extraordinary two-hour Webinar broadcast
this winter, with sponsors including the Sustainable Packaging Coalition and Package Design
Magazine. This special webinar features up-to-the-minute insights into the market forces
affecting package design and sustainability. The program probes the real meaning of
sustainability as it applies to package design professionals — from the state of
the industry, consumer perspectives, marketing strategies, regulatory issues, and spotlighted
success stories. For more information and information on ordering, visit... |
PRODUCTS AND
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On April 30 in Washington DC, the FTC hosts a public workshop to examine
developments in green packaging claims and the consumer perception of
those claims. The workshop is part of a regulatory review of the “Guides
for the Use of Environmental Marketing Claims,” commonly known as
the Green Guides. The results are expected to be of great interest to those
following the field of sustainable packaging. Since the Green Guides were
last revised in 1998, there has been exponential growth in green claims
relating to packaging. Marketers frequently use terms addressed in the Green
Guides, such as “recyclable,” “biodegradable,”
“compostable” or “refillable,” to claim green
packaging. Oher key terms such as “sustainable” and
“renewable” do not even currently appear. The workshop
will also examine the increase in third-party certification programs purporting
to verify the positive environmental impact of product packaging.
When the graphic designers at Eason Associates of Washington D.C. learned
about the link between deforestation and global warming, it became obvious to them
that they had to take this information to their clients. So, in 2006 they crafted an
environmental philosophy they felt was appropriate and attainable. It stated that they
would continue to learn about the environmental issues surrounding paper and
printing, they would share the information with their clients, and they would look at
the process as a journey, not a destination. Thus began their “green graphic
design” campaign that was launched with a client breakfast where paper mills
displayed their environmentally friendly papers and environmentalist Derek Smith
inspired the audience to better understand the benefits of choosing paper from
sustainably-managed forests or paper containing recycled content. That event was
followed by a direct mail campaign, as well as informal meetings with the clients to
show and explain paper options. Now, on an ongoing basis, the studio chooses to work
only with printers and paper companies who share a common goal of better
environmental practices. They report that their clients have embraced theses
eco-friendly choices and, in appreciation to those clients, the firm created a 2008 tree
calendar and sponsored a tree planting on Capitol Hill in lieu of a traditional holiday
gift. “The campaign,” says design firm President Becky Eason, “
has been rewarding both personally and professionally to the studio, client, and
the environment.”
How many American’s does it take to unscrew a lightbulb? 300 million,
according to the Unscrew America online campaign, which is urging all Americans to
switch out our old light bulbs with energy-efficient CFLs and LEDs. The online campaign
was inpsired by GSD&M’s Idea City and led by seasoned producer Lesley Chilcott
whose related work includes the Oscar-winning film “An Inconvenient Truth.”
Teams at Fluid and Boom Design Group two fully integrated creative shops, executed the
website architecture, design, and development as well as the post-production of the three
PSA’s. Playful interaction and truly funny content are two cornerstones of the
site. Boom designed, illustrated and animated the “cartoon” environment,
including numerous characters, objects and surprises — cloud cities, earth rockets,
kangaroos and an eagle with laser eyes among them. The site provides a refreshing way
to explore a serious issue, along with a compelling call to action and real ways to get
involved. “When you're competing with all of the messaging and advertising now
focused on green living and climate change, it's difficult to cut through,” said
Nathan Heleine, Boom’s creative director. “We really got behind this
project because it brings a new tone to the issue. Making these kinds of changes on the
individual level doesn’t have to be a drag, and yet it can make a real impact.
Green needs to be approachable so that people aren’t so overwhelmed.”
Peter Max and his vibrant colors have become part of the fabric of contemporary
culture. To help herald in SustainCommWorld — a new venture that organizes
events and expositions on all aspects of sustainable communications and media
— Max create this poster. Lisa Wellman, CEO of SustainCommWorld and a
well-known figure in the graphic arts industry, notes that all attendees at the next
event on the agenda, The Green Media Show to be held in Boston this October, will
receive a copy. A Colophon in the art reads: “This poster was created with the
highest regard for the environment from its conception. The environmental attributes
are a collaborative effort of the Peter Max Studios, SustainCommWorld & EarthColor.
” The paper is U2:XG, an FSC-certified sheet containing 30% post-consumer
recovered fiber and is manufactured elemental chlorine free with electricity in the
form of renewable energy. The inks are a product of INK Systems and contain zero
VOC's and were cured without UV. The product was printed by EarthColor in a carbon
neutral location, using 100% green renewable wind power and sustainable
manufacturing practices which include: green chemistry principles, recycling all
residual materials and capturing VOC's from press wash via bio-oxidation.”
The premier issue of the National Geographic Green Guide magazine appeared on
newsstands in early March. The magazine seeks to provides simple, useful ideas,
broken down into achievable steps “that make ‘going green’
a gradual and affordable process rather than an all-or-nothing plunge.” Founder
Wendy Gordon, when asked whether it would be greener simply to stay in digital
or online format, contends that the magazine is careful about its own footprint. Of
the paper, she notes, “Ours is Forest Stewardship Council-certified, which means
the wood pulp comes from well-managed forests and is tracked at every step on the
way from harvesting through processing until it reaches the printer. Ten percent of
our paper content comes from post-consumer-waste recycled content—there is
paper with higher recycled content, but we value FSC’s commitment to forest
conservation. The ink, which contains no heavy metals, was created by Quad graphics
and derives from renewable sources including soy, corn and linseed.” As for
why National Geographic chose this venture, she notes that “National
Geographic’s mission is to inspire people to care about the planet. It's the
mission of the Green Guide to provide people with the tools to do this.”