Transcript Protecting the Brand Through Paper

“Eco-Advantage, the 3rd Button”
Protecting the Brand Through Paper
Putting the concerns of Humanity into Business
Forest Certification/
Environmental Attributes
The Green-e logo is the nationally
recognized symbol for products
manufactured using certified renewable
energy such as wind-energy.
For uncoated printing and writing paper, the
minimum requirements shall either: 1) contain at
least 30% post-consumer materials, or 2) be
manufactured without using chlorine or chlorine
derivates.
Chlorine Free Certified Products
are considered less harmful to the
environment due to the reduction of
using chlorine and chlorine
compounds in the manufacturing
process as determined by the
Chlorine Free Products Association
CFPA)
Carbon Neutral trademark has
become the leading brand mark for
voluntary action on climate change.
Protecting The Brand
How can a
corporation
protect their brand
through paper?
Why Paper ?
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Paper is still the main way organizations
communicate with their stakeholders.
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Paper can convey a positive message to
stakeholders who value environmental and
social responsibility.
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Minimizing environmental footprints
creates good will with stakeholders while
reducing business risk.
Why Paper ?
Energy
CO2
(1)
(1)
Water
(2)
Consumer of Wood Fiber
Footnotes:
1 OECD Environmental Outlook, 2001
2 OECD Environmental Outlook, 2001
3 Abramovitz, “Paper Cuts” Worldwatch Institute, 1999
(3)
Why paper
• Replicates Nature
• Biodiversity
• CO2
• Deforestation
EU6
Do you know where your paper is
coming from?
Currently the countries emitting
the most Carbon into the
atmosphere from tropical
Deforestation are, in order of
importance:
• Brazil
• Indonesia
• Burma
• Mexico
• Thailand
Source: Rainforest Action Network
Mac Papers Environmental
Procurement Policy
“Mac Papers DOES
NOT support
ANY MFG. in Asia or
Indonesia that
openly violates
international
environmental laws
or human-rights
issues.”
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EPA “Cluster Rule”
ISO14001:2004
FSC
SFI
PEFC
CSA
ATFS
PEFC Cerflor
Sustainable Forestry Management
Standards
The Programme for the Endorsement of
Forest Certification Schemes
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Regional approach (advantage for European forestry structure)
More accepted by forestry owners
Raw material theoretical available
By area the dominant worldwide scheme
Forest Stewardship Council
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International scheme that is well known accepted by most NGO’s
Aimed for large timber companies managing vast forestry areas
where forestry legislation does not exist, is weak or insufficiently
enforced.
Sustainable Forestry Initiative
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Certifications for North America
Managed by Sustainable Forestry Board (SFB)
New 2005-2009 Standard issued Jan 2005
CSA
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Canada’s National SFM Standard
1st published 1996, revised Dec 2002
New revision process underway for 2007 version of standard
FOREST CERTIFICATION PROMOTES
SUSTAINABLE FOREST MANAGEMENT
©
CSA FSC PEFC
World Forest Zones
Boreal
SFI®
Temperate
Tropical semi-deciduous
Tropical rainforests
FSC©
EU16
What does this mean in Practice?
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Protects Endangered & High Conservation Value Forest
(Environmental)
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No more wood is harvested than is re-grown
(Environmental/Economic)
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Trees are replanted or naturally regenerated after harvesting
(Environmental/Economic)
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Integrates social concerns including the rights of indigenous communities including
rights of Native Americans are protected in N.A.
(Social)
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Local employment is encouraged
(Social/Economic)
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Forest are maintained as habitat for wild animals and plants
(Environmental)
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Functions of forest for the protection of soil and climate are protected
(Environmental)
FOREST CERTIFICATION PROMOTES
SUSTAINABLE FOREST
Ecological
aspects
Economic
aspects
Sustainable
forestry
Social
aspects
EU14
3- Bottom Lines of
Sustainability
Ecological
Economic
Sustainable
forestry
SUSTAINABILITY for the Future
Environmental
Environmental
Social
Social
Social
EU4
Economic
Why Should Corporations Consider
Certified Paper from
Sustainable Forest Programs?
• CONVEYS a message ; SUPPORTS a policy
• PROOF of support; PROOF of non-support
• A CORE COMPONENT
- Sarbanes-Oxley Section 401(a)(i)
• PROTECTION
• BUILDS “trust bank”
• ADDRESSES concerns
Environmental Concerns
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Climate Change
Energy
Water
Biodiversity and Land Use
Chemicals, Toxics, and Heavy Metals
Air pollution
Waste Management
Oceans & Fisheries
Ozone Layer Depletion
Deforestation
Chain-of-Custody
Forest
Certificate
Transport
Mill/Merchant
Printer
End User
Chain-of-Custody Advantage
Positive Business Image
Market Advantage
Internal company pride
Constantly Promote Sustainability
ENGO Influence
Growing Influence at End-Users
Focused on many environmental issues
Climate Change
Waste
Energy
 Forestry: management / products
Global in scope
Realizing results: VS, Wal-Mart
Today they are savvy, in the
board rooms and financially backed
Environmental Endorsements
• The Nature Conservancy
• The Nature Conservancy
• Greenpeace
• American Bird Conservancy
• National Wildlife Federation
• American Tree Farm System
• Sierra Club
• Ducks Unlimited
• World Wildlife Fund
• Forest Ethics
• Ruffed Grouse Society
• Tree Musketeers
Brands That Use / Specify FSC
“What can you
do NOW?
What are customers saying?
Time Inc. 2005 Sustainability Report
“Perhaps most important of all, Time
Inc. is responding to what many
scientists consider to be the greatest
environmental challenge of our time:
climate change.”
“Time Inc. is committed to ensuring
JPMorgan Chase Community Partnership Report
that our paper purchasing policy
“We have a direct impact on the environment through
ourcorporate social responsibility
supports
daily consumption of energy and paper resources.”
and sustainable management of
natural resources while minimizing the
“We are committed to advancing the public dialogue on
environmental impacts of the entire
climate change and the need to reduce greenhouse gas
paper supply chain.”
emissions”
Value of Paper
The Medium is the Message
The paper used in this promotional piece is manufactured
with non-polluting WIND-POWER and is made from virgin
fiber that is bleached using an ELEMENTAL CHLORINE FREE (EFC)
bleaching process, an alternative chlorine compound, which serves to
reduce harmful byproducts. This product is also ACID FREE.
Remember, paper is a great place to
start protecting your brand.
Mac Papers – Leading distributor of Printing Paper used for
Environmentally–Friendly Print
Annual Reports
Corporate Capabilities Brochures
Marketing Campaigns
Prestigious Catalogues
High-End Advertising
Promotions
Direct Mail
Manuals
Corporate Identity
Letterheads, Watermarks, etc.
Reply Cards
Billing
Point of Sale
Newsletters
Invitations
Labels
Posters
Business Cards
Pocket Folders
Copying
Mac Papers Sustainability
Philosophy
Annabelle Linn Thompson
Born September 18, 2007
1st Granddaughter of
Wayne & Vicki Dennis
“You don’t inherit the land from your parents,
You Borrow it from your children.”
(Old Indian Proverb)
EU3
Green Knowledge = Business Opportunity
“Eco-Advantage, the 3rd Button”
FREE EDUCATIONAL SEMINAR and Round Table
Discussion for graphic designers, agencies, printers and
end-users of paper and print to discuss the environmental
issues in today’s “Green” market and how it relates to paper,
design and print.
Topics will include:
Green Movement – Good, Bad or Indifferent
What is driving the “Green” awareness
Truth behind Forest Certification in paper
Protecting the “Brand” through Paper procurement
Creating value through “Green Initiatives” with paper
The right shade of “Green” for your market
Sponsored by: Mac Papers, Atlanta, GA; Speakers will
include sustainability leaders from Sappi, Stora Enso,
Mohawk, Domtar, Neenah, and UPS
TIME: 8:45 – 12 Continental breakfast & lunch will be
serve
DATE: Oct 25, 2007 – Atlanta, GA
Location: TWELVE Atlantic Station
361 17thStrret N.W.
Atlanta, GA
Pre-Register: www.macpapers.com (Space is Limited)
Thank you.
Shareholders Care
Corporate responsibility communications are becoming a
best practice in investor relations. Of the Global Fortune
250, 64 percent are currently issuing corporate
responsibility reports; 79 members of the S&P 100 Index
now have corporate responsibility websites.
By following a few simple steps, both CROs and IROs can
ensure their firms remain at the forefront of this growing
trend.
Dow Jones Sustainability Index
• The Dow Jones Sustainability US Index (DJSI US)
captures the US companies out of the Dow Jones
Sustainability North America Index (DJSI North
America) which in turn includes the top 20% of the 600
biggest North American companies in terms of
sustainability.
• The components are selected according to a systematic
corporate sustainability assessment that identifies the
leading sustainability-driven companies in each industry
group. Components are selected according to a
systematic corporate sustainability assessment that
identifies the sustainability leaders in each of the 58
sectors.
Can you effetely communicate?
Investors are listening—is your
company’s investor relations
team prepared to talk about
corporate responsibility?
By Karin Kane, THE CRO
Dow Jones Sustainability Index
• The underlying research methodology accounts for
general as well as industry-specific sustainability trends
and evaluates corporations based on a variety of criteria
including climate change strategies, energy
consumption, human resources development, knowledge
management, stakeholder relations and corporate
governance.
• While no industry is excluded in the selection process
and in the composition of the DJSI US subsets of the
index provide investors with the possibility to apply
filters against certain sectors.
Dow Jones Sustainability Index
DJSI US 2006/2007
As of September 30, 2007
•Adobe Systems Inc.
•Advanced Micro Devices Inc.
•Agilent Technologies Inc.
•Alcoa Inc.
•Allstate Corp.
•American International Group Inc.
•American Standard Cos. Inc.
•Amgen Inc.
•Applied Materials Inc.
•Baxter International Inc.
•Becton Dickinson & Co.
•CA Inc.
•Cardinal Health Inc.
•Caterpillar Inc.
•Chevron Corp.
•Chubb Corp.
•Cisco Systems Inc.
•CIT Group Inc.
•Citigroup Inc.
•Coca-Cola Co.
•ConocoPhillips
•Constellation Energy Group Inc.
•Duke Energy Corp.
•Eastman Kodak Co.
•Electronic Data Systems Corp.
•Enbridge Inc.
•Entergy Corp.
•Exelon Corp.
•Fluor Corp.
•Ford Motor Co.
•Gap Inc.
•General Electric Co.
•General Mills Inc.
•Genzyme Corp.
•Goldman Sachs Group Inc.
•H&R Block Inc.
•H.J. Heinz Co.
•Harrah's Entertainment Inc.
•Health Net Inc.
•Hewlett-Packard Co.
•Humana Inc.
•Intel Corp.
•International Business Machines Corp.
•Johnson & Johnson
•Limited Brands Inc.
•Macy's Inc.
•Manpower Inc.
•McDonald's Corp.
•MeadWestvaco Corp.
•Medtronic Inc.
•Merrill Lynch & Co. Inc.
•Microsoft Corp.
•Morgan Stanley
•Motorola Inc.
•Newmont Mining Corp.
•Nike Inc.
•NiSource Inc.
•Noble Corp.
•Office Depot Inc.
•PepsiCo Inc.
•Pfizer Inc.
•Pinnacle West Capital Corp.
•Praxair Inc.
•Procter & Gamble Co.
•Progress Energy Inc.
•Pulte Homes Inc.
•Schlumberger Ltd.
•Smith International Inc.
•Spectra Energy Corp.
•Staples Inc.
•Starbucks Corp.
•State Street Corp.
•Symantec Corp.
•Target Corp.
•Texas Instruments Inc.
•Time Warner Inc.
•Travelers Cos. Inc.
•United Parcel Service Inc.
•United Technologies Corp.
•UnitedHealth Group Inc.
•Walgreen Co.
•Walt Disney Co.
•Waste Management Inc.
•Weyerhaeuser Co.
•Whirlpool Corp.
•Whole Foods Market Inc.
•Xcel Energy Inc.
•Xerox Corp.