Ironically, while shoppers continue to notice environmental claims at a high level—roughly half stated seeing more of them in the past six months—just as in 2010, they are increasingly frustrated by the information provided. Significantly more reported that there isn’t enough environmental information (26% vs. 20%), that they are confused by all the different environmental claims (20% vs. 12%), and that they don’t know which packages are best for the environment (22% vs. 17%).

Importantly, fewer shoppers feel that manufacturers’ motives are primarily honorable (57% vs. 61%). Shoppers are becoming more skeptical of manufacturers’ behaviors and motives in this area, as more stated that companies are increasingly self-serving (enhance reputation; realize profit gains) and show less concern for the environment.

Recycling-related claims carry the most impact

Of the various claims seen, those having to do with recycling (recyclable, made from recycled material, etc.) are both noticed most and have the most impact on buying behavior. Conversely, made with less material is less influential.

In 2011, Perception says it noticed a significant increase in shoppers checking to see if a package can be recycled prior to buying it. Since seeing environmental claims positively impacts purchase behavior, it is incumbent upon manufacturers to clearly convey this feature.

Fully two-thirds of shoppers indicate that they recycle on a regular basis. Those who do not recycle claim that the single biggest reason they don’t is that they forget to do so (44%), suggesting that messaging could serve as a useful reminder. This could also help bridge the gap between shoppers’ stated concern for the environment (66% very/somewhat concerned) and their level of activity regarding the environment (46% very/somewhat active).

“We’re seeing a great opportunity for manufacturers to provide truly value-added packaging to their target shoppers by making it more environmentally friendly—primarily in the form of recyclability and recycled content—and clearly communicating these aspects. We have seen that it is vital to get both the message right (what is said) as well as the delivery (how it is executed on pack), because one without the other will create a missed opportunity,” says Jonathan Asher, executive vice president at Perception. In addition, it is becoming apparent that the days of disguising cost reductions (e.g., smaller, thinner packages) as being driven by environmental concerns may be coming to an end, and continuing to do so may test shoppers’ good will.”

The four waves of this research were conducted in 2008, 2009, 2010, and 2011 across the U.S., among over 1,000 primary household grocery shoppers aged 18 to 64 per wave.

By Anne Marie Mohan, Editor, Greener Package

EarthChoice30 and EarthChoice50 Recycled Office Paper are both FSC certified by the Rainforest Alliance. This certification ensures the products include fiber from responsibly managed forests, controlled sources, and/or verified recycled sources, independently certified to the standards of the Forest Stewardship Council.

These products will be available mid-April. Please contact your Domtar Account Manager to discuss product availability by region.

Alpharetta, Ga.-based Neenah (NYSE: NP) said the purchase would be financed through existing credit facilities and operating cash flows with closing expected Jan. 31, 2012.

“The purchase of these profitable brands is consistent with our stated intent to participate in the consolidation of the premium paper category when it can create significant value for our shareholders with minimal investment,” said Neenah CEO John O’Donnell, in a statement. “The timing of this opportunity enables us to improve returns through greater utilization of our existing asset base and growth in new channels such as retail.”

Neenah’s products include Classic, Environment, Crane, Sundance, Kimdura, Gessner, Jet-Pro SofStretch and Varitess.

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The full-service print shop in Minnesota used to outsource six-page brochures to larger printing companies and get them back two to four days later. “Now, with the iGen4 EXP press we can produce them ourselves within hours,” said Joel Johnson, president and Chief Operating Officer, Bryant Graphics. “The press drastically cuts turnaround time and our customers are noticing.”
ALLPRO Direct Marketing, a full-service marketing firm, became the first in Florida to acquire the iGen4 EXP press. They rely on the press to produce direct-mail marketing campaigns, personalized invitations, postcards and other 1:1 marketing solutions – many of which are processed using uDirect Classic variable data software from XMPie, A Xerox Company.

“The majority of our work is variable data, short runs. With the iGen4 EXP press we can print quicker and less expensively compared to presses that only print smaller sheet sizes,” said Tom McLaren, president and CEO, ALLPRO Direct Marketing. “Since we can offer our customers much more in terms of digital printing and personalization, we’re thinking about installing an additional iGen4 EXP press.”

The iGen4 EXP press is a key component in the multi-channel campaigns Georgia-based basiQa produces for its corporate marketing clients. The software solutions provider needed a device to accommodate a variety of media, a digital front end that could easily integrate with the company’s custom software and larger sheet capacity – and the iGen4 EXP press delivers.

“Our typical print run is between 5,000 and 500,000 custom pieces – and with the iGen4 EXP press we don’t need to waste our clients’ time and money on pre-printed offset shells. We’re delivering full-color, personalized capabilities at the same price, or even less,” said Joel Rowland, president and founder of the document technology company.

Rowland said the iGen4 EXP press’s increased sheet size allows the company to produce marketing campaigns at a lower cost, giving them a significant competitive advantage and opening them up to new markets.

EarthDigital, a division of EarthColor, a national print provider, relies on two iGen4 EXP presses to handle demand for unique direct-mail pieces that include die cutting and oversized pages. The enhanced finishing options and larger sheet size add significant capabilities to the five iGen4 presses already in its shop.

By using FreeFlow Process Manager and Output Manager software,
EarthDigital automates each step of the print operation process, allowing increased productivity from start to finish.

“The iGen4 EXP press strengthens our digital offerings and with the larger sheet size we’re maximizing paper usage and getting more out of each run,” said Nicholas Brusco, president, EarthDigital. “The environmental impact is always a concern, so printing more multi-up jobs and getting more usable output on each sheet while using less paper is critical.”

The expanded Productolith Pts. Digital offering now includes: 12 pt. coated two side (C2S) with the complete offering including 10, 12 and 14 pt. coated one side (C1S) and 10 and 12 pt. C2S. Productolith Pts. Digital has an exceptionally smooth surface, bright blue-white shade and semi-gloss finish that creates superior printed graphics and photography on dry and liquid toner printers, color and black & white laser printers and digital offset equipment.

Productolith Pts. Digital is the ideal paper solution for a variety of applications including: book covers, folding cartons, cosmetic packaging, software packaging, table tents, on demand printing, pocket folders, variable imaging, postcards, direct mail and business cards.

Productolith Pts. Digital contains 10 percent post-consumer recycled fiber and is chain-of-custody (CoC) certified to the Forest Stewardship Council (FSC), Sustainable Forestry Initiative (SFI) and the Programme for the Endorsement of Forest Certification (PEFC) schemes and is in compliance with the Lacey Act requirements.

“Hudson Valley was founded in 1875 and is one of the leading fine paper distributors in the Northeast,” said Ken Wallach, Chairman and Chief Executive Officer of Central National-Gottesman. “Hudson Valley is managed by members of the fourth and fifth generation of the founding family and maintains the pride, integrity, and professionalism embodied in its long and distinguished history. We look forward to adding the accomplished professionals at Hudson Valley to our existing New England sales and support team. This acquisition enables us to offer our customers and suppliers an unrivaled level of service while strengthening our leading position in the important Northeast market.”

This transaction is Lindenmeyr Munroe’s fourth acquisition of a paper merchant in the past 15 months, including three in the United States and one overseas. It demonstrates Central National-Gottesman’s commitment to the paper distribution business and the company’s strong desire to grow, both organically and through strategic acquisitions.

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