The industry has cleaned up significantly over the past couple of decades, and in many respects the big structural changes have already been made, but that doesn’t mean we can rest on our organically grown laurels. Improving environmental performance, much like running a successful business, is about ensuring continual improvement – standing still is not an option.

And neither is not being prepared to stand up for print. While many of the strides the industry has taken have, quite rightly, been about bolstering bottom lines, that‘s no reason not to be proud of them. But for some reason we’re not.

All too often print does a better job of making changes than it does of shouting about them. It’s true that not many clients would get excited about your new reverse osmosis unit, scanning densitometer or automatic ink pumping system, but they will appreciate the greater colour consistency or reduced environmental impact it delivers. And reducing waste, whether it’s energy, paper or consumables, or just time, is the cornerstone of any environmental policy, so don’t be shy about the positive work you’re doing.

If, after having made all the big changes, you want to make one small one – make it changing the attitude of one person you meet who has a negative impression of print. Because that might have the biggest impact of all.