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Is recycled paper environmentally beneficial when used in marketing?

Writer's picture: Christopher SewellChristopher Sewell

Updated: Jan 23

For over 18 years, Christopher Sewell of Net Zero Media (NZM) has been working

with the university sector to improve the knowledge of the environmental impact of

advertising. This has involved the commissioning of research directly related to the

measurement of carbon emissions from advertising activity as well as the general

impact that the act of marketing has on the planet.


One of the longer-term relationships has been as a workplace mentor for the Master

of Sustainability students at University of Sydney with setting and assisting their

major Capstone research project. The students look at the relevant academic

literature and deliver their findings, in this case, marketing related topics where a

knowledge gap may exist. This work is then converted into a less academic style

enabling it to be shared with the marketing industry.


The latest project that has been undertaken by a student posed the question ‘Is

recycled paper environmentally beneficial when used in marketing?’

The latest project relates to the popular environmental policy approach used by

marketers being the demand for ‘recycled’ paper and the subsequent promoting of

this usage. This has been both requested clients and promoted by the printing

industry as an environmental good. NZM initially commissioned research from RMIT

in 2009 to look at this issue and the literature review at that time did not clearly

support this position.


NZM reset this question to the Capstone students to update the finding based on the

latest academic research pertaining to the question of the benefits of recycled over

‘virgin’ paper for advertising use.


This summary of the research was produced by Manni Zhu at University of Sydney

during the 2024 term.


Can Recycled Paper Promote Environmental Sustainability in Marketing?


Consumers increasingly value brands' eco-friendly practices in an era where

corporate environmental responsibility is crucial. As a vital expression of brand

identity, marketing plays a key role in shaping public perception of ecological

commitment. This article examines whether using recycled paper in marketing

materials genuinely enhances ecological sustainability, focusing on resource

consumption, carbon emissions, and economic feasibility, and reviews real-world

applications by major brands.


Environmental Impact of Recycled Paper


Recycled paper is often praised for its reduced reliance on virgin resources,

especially in conserving wood and protecting forest ecosystems (Cabalova et al., 2011). In contrast, producing virgin paper consumes substantial water and energy,

especially in the pulping and bleaching stages (Gemechu et al., 2013). By reusing

pulp, recycled paper can reduce energy consumption by 20-30%, thereby lowering

the overall carbon footprint (Kinsella, 2012). Additionally, it helps reduce landfill

waste, minimising methane emissions from decomposing paper (Lockrey, 2009).

However, the environmental benefits of recycled paper depend heavily on the

efficiency of local recycling infrastructure, as well as transportation and processing

emissions, particularly in areas with less developed recycling systems.

Economic Feasibility and Brand Image


Despite recycled paper's environmental benefits, its economic viability remains a

challenge. The additional processes needed for cleaning and deinking fibres

increase costs, making it less feasible in price-sensitive industries like fast-moving

consumer goods (FMCG) and fast fashion (Simamora et al., 2023). Brands such as

Shein, known for their cost-effective, rapid production models, may find it challenging

to fully adopt recycled paper without impacting profitability. Furthermore, recycled

paper's durability and fibre strength are often lower, which poses issues for luxury

brands that prioritise premium materials.


Using recycled paper can enhance a brand’s social image by signalling a

commitment to environmental protection, which appeals to an eco-conscious

consumer base. Increasingly, consumers (especially younger ones) support brands

that align with their sustainability values, even in luxury and FMCG markets (Zhou &

Jin, 2023). Thus, adopting recycled paper serves as an effective strategy to reinforce

a brand’s environmental commitment and gain a competitive edge in a market

increasingly concerned with eco-friendliness.


Case Studies


IKEA

IKEA integrates recycled materials into its global supply chain, with 17.3% of its total

material procurement now consisting of recycled inputs. This shift has contributed to

a 5.8% reduction in IKEA’s carbon footprint (IKEA, 2021). Recycled paper plays a

significant role in IKEA’s advertising and packaging, helping the company aim for a

15% absolute reduction in greenhouse gas emissions by 2030. However, IKEA faces

challenges in maintaining consistent recycled paper quality across regions,

highlighting the difficulties of global scalability.


Starbucks

Starbucks has incorporated recycled fibres into its in-store signage and printed

advertisements, which has reduced energy consumption in paper production.

However, despite these efforts, the company’s overall carbon footprint has still risen

by 8% since 2009, driven by business growth (Starbucks, 2024a). This case

demonstrates that while recycled paper can reduce environmental impact for specific

processes, it may not suffice to offset overall growth-related emissions, suggesting

that recycled paper must be part of a broader sustainability strategy.


Nike

Nike’s "Move to Zero" initiative has reduced carbon emissions from its marketing

materials by 43% using recycled paper (Nike, 2024). Nike’s experience highlights the

potential for brands to integrate recycled paper in their marketing without

compromising on brand image or consumer expectations. However, Nike’s approach

goes beyond simply using recycled paper, integrating it into a larger commitment to

reduce waste and carbon emissions across its entire supply chain.


Shein

As a fast fashion brand, Shein prioritises cost-effectiveness and rapid production,

which limits its adoption of recycled paper in marketing materials. Although Shein

introduced the “evoluSHEIN by Design” initiative in 2022, this primarily focuses on

product materials rather than the sustainability of promotional materials (Shein,

2024). Given rising consumer scrutiny of Shein’s environmental practices, its lack of

substantive measures may negatively impact its brand perception.


Temu

Evidence of Temu’s use of recycled paper in marketing or packaging is scarce,

possibly indicating that environmental concerns are a lower priority or that

transparency is lacking. As a new e-commerce platform, Temu follows a model

similar to Shein’s early strategy, focusing on rapid, cost-effective operations.

Balancing sustainability with cost efficiency will be one of Temu’s main challenges in

the competitive market landscape.


Louis Vuitton

In the luxury sector, Louis Vuitton’s adoption of recycled paper has been limited due

to concerns over the quality and tactile appeal, which may not meet the expectations

of its high-end clientele (Filipova et al., 2023). Although using recycled paper can

reduce energy consumption by 20-30% compared to virgin paper, Louis Vuitton

prioritises maintaining its luxury image through premium materials. As younger

consumers demand more sustainable practices, luxury brands’ reluctance to use

recycled paper could eventually affect customer loyalty.


Key Findings and Conclusion


Recycled paper offers significant benefits in reducing resource consumption, saving

energy, and cutting greenhouse gas emissions. However, its broad adoption is

limited by several factors, including quality, cost, and consumer expectations. While

some brands, such as IKEA and Nike, have successfully integrated recycled paper

into their operations with positive carbon reduction outcomes, industries like luxury

and FMCG face greater obstacles due to quality and cost constraints.


In conclusion, recycled paper should not be viewed as a standalone solution. It

should be a component of a broader, multifaceted sustainability strategy, working

alongside other eco-friendly initiatives such as supply chain optimisation, low-carbon

technologies, and enhanced product lifecycle management. For companies aiming to

enhance environmental sustainability in marketing, recycled paper offers an effective

way to reduce emissions and resource use, but it must be strategically deployed as

part of a larger sustainability framework to address complex environmental

challenges.


Comment from Net Zero Media


The full version of the paper by Manni Zhu can be found here. The question of

whether recycled paper is and environmental ‘good’ when compared with virgin

paper was unable to be answered as there was still limited research being done in

on this subject. What this work does do is show the different approaches that are

being used by businesses when it comes to this important subject.


About Net Zero Media


At Net Zero Media, we are driving a future where the advertising industry takes decisive action to reduce its carbon emissions.


Recognising the critical need for specialised technology to measure these Scope 3 emissions, Net Zero Media was founded by a collaboration of senior executives from the marketing, advertising, software and sustainability industries who developed CarboniQ to effectively measure the environmental impact of every advertising campaign across all media channels.


Our mission is to transform the advertising landscape by integrating media planning expertise with advanced technology and a deep understanding of climate science. We empower the industry to navigate complex challenges and deliver sustainable solutions, driving decarbonisation.


References


Cabalova, I., Kacik, F., Geffert, A., & Kacikov, D. (2011). The Effects of Paper Recycling

and its Environmental Impact. Environmental Management in Practice.


Filipova, I., Andze, L., Skute, M., Zoldners, J., Irbe, I., & Dabolina, I. (2023). Improving

Recycled Paper Materials through the Incorporation of Hemp, Wood Virgin Cellulose

Fibers, and Nanofibers. Fibers, 11(12), 101. https://doi.org/10.3390/fib11120101


Gemechu, E. D., Butnar, I., Gomà-Camps, J., Pons, A., & Castells, F. (2013). A comparison

of the GHG emissions caused by manufacturing tissue paper from virgin pulp or recycled

waste paper. The International Journal of Life Cycle Assessment, 18(8), 1618–1628.


IKEA. (2021). IKEA Sustainability Report FY21 - IKEA SUSTAINABILITY REPORT

FY21.


Lockrey, S. (2009). Carbon Impacts of paper manufacture literature review by RMIT.


Nike. (2024). MOVING TOGETHER FY23 NIKE, INC. IMPACT REPORT.


Simamora, J., Wiloso, E. I., & Yani, M. (2023). Life cycle assessment of paper products

based on recycled and virgin fiber. Global Journal of Environmental Science and

Management, 9(Special Issue (Eco-Friendly Sustainable Management)), 89–106.


Starbucks. (2024b). Starbucks Global Impact Report. Starbucks Stories.


Shein. (2024). 2023 Sustainability and Social Impact Report.


Zhou, J., & Jin, S. (2023). Corporate Environmental Protection Behavior and Sustainable

Development: The Moderating Role of Green Investors and Green Executive Cognition.

International Journal of Environmental Research and Public Health, 20(5), 4179.

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