People are busy, consumers are fatigued with too much advertising and really don’t get how their vacuum is now, “Green!” No doubt, high caliber advertising can deliver valuable information creatively, but the past economic prosperity has created advertising overload.

Overload becomes lack of action and lack of action creates more advertising attempting to justify a premium price for green products. In these economic times, it is a catch-22.

A recent report from Stanford and Harvard stating that advertising extends brand awareness but does not address perceived quality. Viewers’ awareness of TV commercials decreases dramatically with that lovely fast forward DVR button, but their ‘Buyer Beware!’ hot buttons are in overdrive. Consumers, partners, affiliates, all business relationships including those focused on green, demand transparency, a.k.a., “nothing to hide”.

This is a classic case of too much and too little: too many green messages and too little trust in what those messages convey.

“Compared to two years ago, consumers today have a greater understanding of the importance of conservation and clean energy but have not moved this awareness into action,” stated Andrea Fabbri, COO and Chief Marketing Officer of Ecoalign in an October 13th press release. “The challenge for communications and marketing professionals is to make sustainability an economic value. This must start from engaging with consumers on a more deeply emotional level to transform beliefs into the values that shape consumer decisions. But it also has to be complemented by solutions that address the economic barriers.”

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Nowadays there is huge awakening in people about the undeniable damage that we have done to our Mother Earth. There is real effort to stop harming her more. Therefore green printing is followed in many organizations which keep their carbon footprint to a minimal and nil in most cases. But there still exist people who are worried about printing green due to their belief in myths that surround green printing. Here are the few most believed myths;

Recycled paper is more harmful than Non chlorine bleached paper

This is a big time myth. The information is baseless. Recycled paper is always safe provided it uses a considerable amount or used pulp and is produced from sustainable forests. Better environmental awareness is need to those who say that the myth is actually true.

Recycled paper is costlier than virgin paper

This is so false. Recycling was an expensive affair in olden days. This is due to less volume of production, improper waste sorting and collection methods. Current demands for recycled paper have improved the way paper was recycled. There are innovative materials used to recycle. Some request recycling of fiber too. This has lead to an immense variety of recycled paper. High volumes of production have become a reality through improvement in technology and innovation.

Recycled papers are of poor quality

One can see for himself the various quality levels, designs and types of recycled papers available in the market. You cannot generalize the quality of recycled papers. There are papers made from recycled fiber and those that are produced from virgin fiber.

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