Toshiba's 'National No-Print Day' stunt is an annoyance, but also an opportunity.

As it's a campaign cooked up by the firm's American office products wing the nation in question is the good old USofA.

I've had a look at the microsite that's been specially-created for it. Toshiba has obviously spent quite a bit of money setting this whole thing up. The 'hilarious' video that accompanies it won't have been cheap to make. Oh, and the related Facebook page had 321 likes at the time of typing.

Toshiba is essentially talking about wasteful office printing. Fair enough. But perpetuating this sort of negative 'save trees' greenwashing talk is not helpful for us in the world of proper printing.

I don't see much/any chance of a 'National no-Google/Amazon/Facebook day' because of all the power consumed by their data centres, do you?

If Toshiba has done one thing, aside from raising blood pressure levels, it's reminded we in the industry to make sure our own messaging about print on paper's great sustainability story is positive. And accurate.