News that Two Sides is to actively challenge the seemingly ever-increasing use of "greenwash" is welcome. It's a cause that's close to my own heart, and I did chalk up a small victory in this respect a while back by taking Envirowise to task (they of all people should have known better) for mounting an
e-card campaign that talked of "saving trees".

While it's laudable that Two Sides is going to be looking out for such misleading assertions, they can only do so much and I remain convinced that the only way to effect change is if we all do our bit. As Mark Line so eloquently points out, the general public needs to be convinced about print and paper's sustainability. Adding some balance to the current pre- and misconceptions is going to take some doing, and requires an industry-wide noise level.

As such, please, please, please review the messages that go out on your company emails and other correspondence. The other day I received an email from a printer that had the now ubiquitous message "save paper, do you really need to print this email?" on it. I immediately felt depressed. Of course none of us should be deliberately wasting paper, or indeed anything, but I do feel that the ten words in this rather glib sign-off do much to contribute to negative impressions about print and paper use. Better, surely, to find some wording that says something more positive about print.

Just such a thing popped into my inbox this morning, at the bottom of an email from Pindar: "Flexible, accurate, stunning print". Now that I like.