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
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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
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SlideShare; Slideshare. https://www.slideshare.net/slideshow/carbon-
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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
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https://doi.org/10.22034/gjesm.2023.09.SI.07Starbucks. (2024a). FISCAL2023
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