In all likelihood, we will be told that much progress has been made, but a lot of the detailed work has yet to be done. Binding agreements are being sought, which will require all nations to work together to reduce greenhouse gas emissions. In doing this, it is accepted that developed nations - who have enjoyed the greatest benefit from historic emissions - should support actions to reduce emissions in less developed countries.

These developments are hugely significant and provide a good opportunity for the paper and print industry to consider its unique position as part of the solution in this complicated debate.

The recently published Sustainability Report 2009 by the Confederation of European Paper Industries (CEPI) makes interesting reading. Who knew that the paper industry produced 25% of all European bio-fuel in 2008? Or that the industry has already reduced its carbon emissions, per tonne of product, by 42% from 1990 levels? These are extremely strong sustainability credentials, but you would never know it from the defensive messages we tend to hear.

History of responsibility
The paper industry has a long history of acting responsibly. Measuring and reporting environmental parameters is business as usual for the major paper companies. CEPI has now developed a framework that will drive even greater consistency among paper companies, allowing them to communicate even more clearly with their customers. 10 priority indicators, called the CEPI ‘10 toes’ have been identified, against which communications can be aligned.

Try searching for something similar in the ICT sector for, say, power consumption. I promise that you won’t be rewarded with such a clear answer.

This clarity on paper’s impacts creates a new opportunity to produce holistic data for the print industry and its value chain. Completing print media’s environmental footprint will be challenging, but all the elements are in place. There are various calculators already available (BPIF and PPA, for example), which include the key stages of the print process.

I think all print companies should feel encouraged by these examples, take steps to understand their uses and their limitations and be prepared to answer questions about their operations. In the post-COP15 world, all companies should be able to articulate their carbon footprint and their commitments to reduce their impacts.

 The paper and print industry need to work together and respond to the negative views so often expressed about paper. When was the last time, for example, you explained to your customers the positive arguments for buying paper from a well-managed forest?

Well-managed forests are a key component in the fight against global warming. Trees absorb carbon from the atmosphere, particularly during the early growth phase. It is estimated that 350m tonnes of carbon alone are stored each year in wood and paper products.

Elsewhere, combined heat and power systems (CHP) have been a sound investment for many paper companies, reducing both energy emissions and costs. During the papermaking process, bark and other waste material from trees is burned to provide power. This ‘bio-energy’ avoids having to use more carbon intense power sources.

As a buyer (or user) of paper-based products, I encourage the print industry to use any opportunity it can to bring these issues out into the open.

 A recent study of 600 UK brands by PrintWeek’s sister brands Brand Republic, ENDS and Marketing suggests that only one in five has cut carbon emissions in line with targets. When compared to the figures released from CEPI, it suggests to me that our industry has a lot to shout about.

Mark Line is the execuive chairman of Two Tomorrows, www.twotomorrows.com