Communicating environmental impacts of print products: Results from the LEADER project (Part 2)

Within the paper and printing industry, product-based information is required for both internal and external communication. The aim of the LEADER project (2007-2010) was to study the environmental impacts occurring during the life cycle of print products. During the project, life cycle assessment and carbon footprint studies were conducted for five print products. To increase the usability of the results among the industrial stakeholders and funding parties, communication was selected as one of the focus areas of the project. One of the main areas of interest was how to present the results of the life cycle assessment and carbon footprint case studies in a manner that non-expert stakeholders can readily understand. The objectives of the empirical part of the sustainability communication study were to identify the most relevant challenges related to the communication of environmental information, to gather ideas and tools for improving communication within the value chain of print products, and to get feedback on the drafts of the fact sheets that were under development. In the study, a qualitative research approach was applied. Data was collected by organizing workshops and by interviewing representatives of the value chain of print products. In addition, a literature study on available tools and guidelines suitable for communicating about the environmental performance of print products was conducted. Based on the empirical data, there were clear differences in how often the interviewees encounter questions concerning sustainability. Therefore the needs and also the ability to make use of new information and new tools vary greatly within the value chain. The environmental issues in the value chain of print products are for the most part communicated between companies, by professionals, and very few actors in the field have direct contact with the end-users.