Wide Format Imaging

You company has just finished establishing an innovative solid-waste recycling plan or created supply-chain initiatives that promote fair-trade policies overseas. Now, the challenging part: What should you consider when communicating the good news out to your customers?

In today's marketplace—in which general consumers are increasingly judging companies on their social, business and environmental practices—it's important to make sure your marketing is responsible, consistent, and effective.

"Industry reports and surveys repeatedly have shown that consumers are holding corporations accountable for their actions," says Marci Kinter, SGIA's Vice President of Government and Business Information.

Skip the "Fuzzy" Words—Give the Facts

More than 50 percent of specialty imagers' customers are looking for "green" inks, recyclable and organic substrates, or biodegradable products, showing a clear demand for sustainable printers, according to SGIA's 2008 Sustainability Survey.

With so much demand for "eco-friendly" products and programs, some companies may use this time as an opportunity to promote "green gimmicks," Kinter said. Hot marketing buzzwords such as "recyclable" and "biodegradable" frequently make their way onto more products and in marketing copy.