THE SUSTAINABLE MEDIA COUNCIL – Another Step to Greening Our Industry

EarthColor – along with IKEA and Cloud service leader Akamai® – has stepped up our commitment to promoting “green” awareness and sustainability practices throughout the media communications industry. Together, we have established the Sustainable Media Council (SMC) to address and resolve issues around standardized environmental reporting. The SMC is a joint effort of two of our ENGO partners, the Institute for Environmental Research and Education (IERE) and the Institute for Sustainable Communications (ISC), as well as business leaders throughout the graphics industry.

Graphic communications have far reaching influence in both print and digital media formats. Each year, billions of dollars are spent globally on media purchases. As much as 10 percent of a product’s revenues go into packaging, delivering and promoting it. There are many points along the media supply chain to introduce sustainable initiatives, as well as management and reporting procedures that will have lasting impact on our planet.

The SMC has a mission to increase the sustainability of media communications on an industry-wide level. Our work encompasses a three-prong approach:

  • Design educational programs and tools for use inside and outside the industry;
  • Provide information and develop procedures for the automation of Life Cycle Assessments (LCAs) and Environmental Product Declarations (EPDs);
  • Communicate topics relative to media sustainability for the public as well as industry stakeholders.

One of the key objectives for this year is to develop a Product Category Rule for Direct Media that will encompass print, digital and combined media products. This step will ensure that a product is in compliance with strict ISO methodological prerequisites (as defined by the International Organization of Standards). The automation of media LCAs and EPDs must also adhere to exact standards for consistency, transparency and effectiveness. This process will not only introduce new technical rigor and accountability, but it will reduce the costs of measuring the environmental sustainability of the industry.

Throughout the year, EarthColor and its SMC partners will focus on building membership to strengthen its effectiveness via webinars, in-person meetings, and the development of a website.

The greening of our industry requires our ongoing commitment – from behavioral changes to process improvements to sustainable growth, and back again.

“What gets measured gets done, what gets measured and fed back gets done well, what gets rewarded gets repeated.” – John E. Jones, Noted Leadership Trainer

Click here to learn more about the IERE.

This achievement and others will be highlighted in the 2015-2016 edition of EarthColor’s Sustainability Report which will be available later this year. If you’re interested in receiving a copy please register here.

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