Sustainability Study Provides Insights Into Designer/Brand Owner Trends

Sustainability Study
A new in-depth print sustainability study investigates designer and brand owner opinion regarding sustainable print practices. Sponsored by Monadnock Paper Mills and conducted by research firm Marketplace Insights, the Study was conducted with over 300 print designers, packaging designers and brand owners. It provides feedback on such topics as the importance of incorporating sustainable practices into projects, knowledge levels pertaining to sustainable print and packaging, the motivations to go green, and the sources most relied on for green design information. The study also probes awareness levels and perceived credibility of many environmental logos often used to display sustainability in print and packaging materials as well as designer and brand owner perceptions of the costs versus the profitability of going green. View the study here.

“We’re aware that the brand owner and designer communities are being inundated with sustainability claims, awards, certification schemes and environmental logos from suppliers, certifying bodies and even the media,” said Dave Lunati, Marketing Director for Monadnock, “We wanted to determine the perceptions of the importance these and the other factors that influence sustainable print and packaging design and determine which information is viewed as credible versus marketing hype from the individuals on the front lines of the green design movement.” The study was conducted online during the fourth quarter of 2008 through banner advertisements on print and packaging websites and through designer user groups and blogs. Respondents were motivated to take the survey by a donation to the Nature Conservancy by the study sponsor for each completed survey.

Angela Hill is the president and owner of Incitrio, a sustainably-minded branding agency located in San Diego, CA.

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