The pressure has been on the print industry to be green for several years now and the signs are that the message is getting through, with ISO 14001 and FSC or PEFC accreditations now standard at most large commercial printers. The signs are that this year's Ipex will take the environmental message even further, with the main manufacturers all keen to demonstrate their credentials.

However, this will be an Ipex that takes place in a backdrop of economic uncertainty. Over the past 18 months, the priority for most print firms has been to stay in business – survival has been the watchword. In such trading conditions, there's a theory that the environment takes a back seat, moving down the priority list. If that is the case, then there are plenty of exhibitors in Birmingham's NEC willing to take on the challenge of changing those printers' minds.

"It is still a volatile market, but the green agenda is still very high on people's list," says J&G Environmental customer care manager Richard Spreadbury. "It's all about the bottom line. The environment has a role to play in business."

But, sometimes, harsh economic factors come into play, as Graham Leeson, marketing manager at Fujifilm Graphics Systems UK, points out. "Some businesses are just keeping their head above water and the environment may have moved down the priorities. But who's to say that's not right?"

While survival may well have taken precedence over everything else for some companies, the print industry's environmental record hasn't actually been that adversely affected, according to David Stamp, director of marketing and communications at PrintCity. He says: "This industry should have great pride in what it has already achieved. It has made great advances and should be highly lauded."

And some companies are looking to build on this hard work, which is why you'll be hard pressed to find an exhibitor that doesn't have a green story to tell at Ipex. Indeed, some have even made it the central theme of the show. For example, Heidelberg, in hall eight, is focusing on ‘lean and green' production, illustrating how a joined-up approach can help a business to make money and be environmentally friendly.

Multiple options
 Fuji is also emphasising its green credentials, but "there is no one simple catch-all message", says Fuji's Leeson. "For us, it's about talking it through with visitors. We will have a virtual press section on our stand and it looks at every area from founts and washes, to water re-circulation and industrial waste. We're showcasing ways printers can improve efficiencies in the pressroom."

Leeson believes that the key message is that being green should be linked to business issues – printers will save money and find that they are running a better business as a result of looking after the environmental side of things.

As well as established players, Ipex 2010 is also attracting first-time exhibitors with green stories to tell. The PEFC will be showcasing its work in the Knowledge Centre area and will explain the importance of responsible paper sourcing.

Waste management specialist J&G Environmental is also a first-time exhibitor. The IpexDaily environmental partner is doing more than just setting up a stand; it will provide a waste collection and treatment service to exhibitors at the event including Heidelberg, Fujifilm, HP and Kodak.

"We are there to support the industry and we have an obligation to keep visitors aware of legislation and ensure that they are disposing of waste legally," explains Spreadbury. "It really needs someone to be fully aware of the waste costs –  savings can be made to bring money into the business."

Ipex will also be a great facilitator for environmental  debate, offering the chance for exhibitors and attenders to share knowledge about green ideas. That's the driving force behind this year's PrintCity Alliance, which will exhibit with the message ‘Print: Lean, Green and Seen'. There are nine members of the group including Manroland, Océ, Sappi and UPM. According to PrintCity's Stamp, Ipex is likely to move green issues a step further than Drupa did two years ago.

Green agenda
"The members that take part have put in a tremendous amount of effort – they have genuinely worked together to share knowledge," he says. "It is such a vast market and buyers really do want to get the right information to make wise decisions that truly have an impact."

The environment forms part of the alliance's remit this year, culminating in the publishing of a report in the third quarter of this year.
"It's a massive study into carbon footprint and energy," says Stamp. "It's assessing how the industry should look at the issue and help them to make a wider decision."

It might be a little early to describe the show as the ‘green Ipex', but the environment will most definitely be on the agenda. Visitors may have had to contend with a lot over the past 18 months, but the environment is an issue that won't go away and, for many, addressing the environmental aspects of their business may bring benefits to the bottom line, which will help in what are still economically testing times.