The Positive Story of Paper Continues

A lot of ink has been spilled over the years about the critical role paper selection plays in direct mail marketing campaigns. This blog post isn’t about that.

For one thing, it’s a big subject that deserves entire webinars, conference sessions, and content pieces. And samples, lots of them! So size, weight, finishes, sustainability, and of course, budget will have to wait.

For another, I want to talk more broadly about recognizing how paper can be sustainable as well as inspiring.

As something of a papertarian, I know how paper can fire up the imaginations of marketers, creators, and consumers everywhere. But up until a few years ago, I didn’t know much about the positive story about paper as a renewable resource. Sure, I recycled as much as possible personally, but there was so much I had to learn

When the Paper + Packaging Board was established, I started to follow its promotional campaigns. I especially liked “How Life Unfolds,” which offered information and guidance to the public about paper and packaging usage and recycling. The video ads were especially effective in providing ideas for recycling everything from pet food bags to mail. And the Faces of the Forest series gave quick profiles about people in forest management at ground level. That’s a perspective often missed in discussions about sustainability.

I’ve written previously about the Temple University studies about how advertising is more effective on paper compared to digital channels, often making it a smart choice. Combined with more awareness about innovations in paper vs. plastic (and its environmental impact), it became more apparent to me that paper is a responsible choice as well.

The Positive Story of Paper Continues