n 2022, contributing to the net-zero transition is more important than ever. Walstead has therefore chosen to use online carbon calculator ClimateCalc
to accurately calculate its own carbon footprint, as well as that of customers.
Walstead starts using ClimateCalc to accurately calculate its carbon footprint
Though it’s a more expensive strategy than door drop, PAM also receives increased engagement. According to Royal Mail, 86% of PAM is engaged with, compared to 72% of door drops. PAM also has a wider reach, with 30% more households contacted than with direct
mail on the same budget. Whistl uses Waitrose as a particularly successful case study. The supermarket used a PAM campaign to deliver coupons to 300,000 homes and in doing so generated 1,144 new customers. Adding a discount voucher to a campaign, especially when
the nation is tightening its purse strings, is sure to encourage footfall. Consider a blend of
both door drop and PAM to derive benefits from both strategies and receive maximum ROI.
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As part of this new move, Walstead has passed the audit by the BPIF, which is an annual requirement. Sorosina says: “The audit looks at all our inputted data per site such as electric
and gas consumption, LPG consumption, waste paper figures and paper delivery figures. It then confirms that the data we have put into the calculator is correct and gives us an accurate CO2 figure.” Walstead went the extra mile with some of the data in an effort to be as transparent
as possible, as Sorosina explains: “We broke down the total paper into grades and then applied individual paper profiles that we obtained from the relevant mill. We also input accurate delivery mileages from the paper mill to the Walstead facility. To date, we are one of only two UK printers to go to this level of detail, which will give us a far more accurate CO2 figure than printers using worst-case scenario data.”
By opting for greener print choices, Walstead’s customers can use this to their advantage when
communicating with their own audience. Indeed, sustainability remains high on the agenda for many consumers, and this proportion of people with environmental concerns is only likely to increase. A new study by IBM found that 44% of consumers choose brands based on how well those brands align with their values. These purpose-driven consumers, who constitute the
largest portion of consumers globally, care about sustainability. Using a carbon calculator will
help Walstead’s customers to identify the best environmental strategy that will deliver what
end-consumers want.
Walstead is committed to constantly improving its performance. By using ClimateCalc and being audited annually by BPIF Walstead aims to translate sustainability goals into concrete results, but also to forge more meaningful relationships with its customers.
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The events of 2021, including the COP26 summit, really brought the climate emergency into focus and highlighted the increased need for individuals, governments and companies to take action. In the face of this urgency, being sustainable is no longer just a choice: brands have to build environmental policies into their CSR strategies. For Walstead, that means thinking about the carbon emissions we generate with each order. Paul Sorosina, the UK Group HSEQ Manager, says:
rands and consumers alike continue to demand greener thinking and sustainable options from their suppliers, and the area of magazine/brochure cover finishes is no different. In a world where recycling is paramount, with more than 80% of the
rands and consumers alike continue to demand greener thinking and sustainable options from their suppliers, and the
With less competition for your audience’s attention, your campaign can achieve unprecedented cut-through. As many traditional advertising channels are currently compromised, from experiential marketing at events to out-of-home advertising on transport systems, it makes sense to bring your campaign direct to your customer in the form of printed inserts, drop drops and partially addressed mail. As we heed the research about improved market performance, here are the top areas of investment to consider for your next campaign.
Door drop
As Middleton suggests, the Waste and Resources Action Programme’s Paper and Board Packaging Recycling Guide explains, ‘Keep the plastic content as low as possible, with an aspiration of less than 5% of the pack weight. 15% is currently acceptable, however this is expected to reduce over time towards the aspirational goal, with a maximum 10% target by 2023.’ By ensuring the lamination on its covers is less than 5% of the overall material, Celloglas is going above and beyond current environmental targets to further benefit the planet - and that’s just the beginning.
Celloglas advises that where foil application keeps to a limit of no more than 60% of a cover’s surface area, this ensures the cover is recyclable.
When it comes to publication covers, as well as other value added print products, there are a host of statistics that prove how compelling these can be. The print media market is predicted to grow this year as people are so eager to connect with the physical world and physical products. As such, printed publications become a physical extension of a brand and the hero of those print products
is always the cover. Giving brands a cover that excites their customers, inspires their sense of touch - and provides the added benefit of being sustainable - is to create something that consumers can be wowed by and engage
with guilt-free.
It was therefore important to get the most relevant information possible, which is why a print-specific carbon calculator like ClimateCalc ticked all the right boxes. Not only does it allow Walstead to measure the carbon footprint of the company, but it also calculates the footprint of a specific print job using data on the consumables used to produce it.
It is important that we are able to provide our customers with information and are able to work with them to also help reduce their environmental impact.
Being armed with the calculations from ClimateCalc will allow Walstead to fine-tune its
own sustainability strategy, but also help customers to reduce their own carbon footprint. Sorosina says:
For Middleton, the main challenge is educating magazine publishers and retailers on the variety
of sustainable cover finishes Celloglas offers. ‘Brands are really keen to know what is good and what is bad. That’s my role, to explain to them that they are doing a great job for their brand by using our products.’ Though many might assume that a foiled or metallic cover is problematic, Middleton alleviates those fears. ‘Our foils are all completely recyclable. They’re as good as it gets.
’Celloglas advises that where foil application keeps to a limit of no more than 60% of a cover’s surface area, this ensures the cover is recyclable. ‘Brands don’t want to be associated with something that’s clearly not good for the planet, so we’ve got to be quite clear that they’re doing the right thing by using foil. That look is something we’ve got to encourage because it’s great for brands to show that they’re a premium product. Brands can rest easy. That’s the message I take out every time I go and see a client, because we can back it all up with the reports and statistics that
we have at our disposal.’
When you’re doing these proofs you then have the option to put in your ideas. I’ll say, “Look, I hope you don’t mind but I’ve done another option for you. What do you think to that? And that’s how much that costs.” It’s really powerful. The person you’re giving it to becomes your best friend because they take that into a meeting and people will say, “Wow, that’s brilliant, how did you get that done?” They become great within their company. We’ve been advocates of this way of selling because it changes your offering, it gives you options and every one of them is great for your brand.
At Walstead, we want to understand
our contribution to the current global environmental problem and what
we can do to lessen our impact
on the environment.
With ClimateCalc, Walstead can provide customers with clarity and help companies lessen their impact before even having to think about ways of offsetting emissions. Sorosina explains: “We are going to be able to communicate with customers on the carbon figure for each job and explore alternative options to perhaps reduce that. ” Walstead might, for example, suggest paper types with a lower carbon footprint. In the process of working collaboratively with customers, Walstead can offer clients choice as well as a competitive edge.
Being armed with the calculations from
ClimateCalc will allow Walstead to fine-tune
its own sustainability strategy, but also help customers to reduce their own carbon footprint. Sorosina says: