James drew attention to the fact that consumers have a default expectation about your business when it comes to sustainability. They want you to actively demonstrate your sustainability credentials. You should communicate in a clear way to show that you understand the footprint of your organization from one end to the other, and that you are working to reduce it. And don’t just think about your print operations. Your digital operations also have a footprint.
Sustainability is and will continue to be a major factor in the way your company is seen and evaluated, especially by Gen Y and Z customers, audiences and employees.