Want to impress readers and advertisers and attract young talent all at the same time? All you have to do is go green.

Thanks to Nobel laureate Al Gore and a few other environmental advocates, green is this year’s fashion trend. But let’s not make light of it. Even the oilmen on Capitol Hill are finally admitting that we need to do something about the environment. As a result, print buyers, advertisers, readers and job hunters want to see green. And many are choosing the companies with whom they do business on the basis of color. But that’s not all. Green companies also benefit from huge reductions in operating costs and they say their employees are more productive. So by going green, you’ll improve the bottom line while you’re saving the planet.

 

Going green

Want proof? Rupert Murdoch’s News Corp. is planning to become carbon neutral by the year 2010. News Corp.’s holdings include Fox News, the New York Post and the Wall Street Journal, which combined, emit 641,150 tons of carbon — the equivalent of emissions from 130,000 cars. The News Corp. plan includes wind turbines for electricity as well as designing energy-efficient workplaces.

Why not reduce chemical waste, too? Computer-to-plate technology is now an imperative. And chemistry-free plates make it even easier to eliminate toxins. I’m also thinking, in trepidation of hate mail from the thermal CTP vendors, that the lower-energy violet laser systems are probably the more environmentally friendly variety. Both Agfa and Fuji have announced chemical-free plates for this technology.

Printing companies are also doing their bit by using coolant-free air conditioning systems and replacing lighting with high-efficiency fluorescent bulbs. Others are eliminating smog contributors such as isopropyl alcohol in the pressroom.

Reaping the benefits

Murdoch isn’t greening News Corp. solely for the environment. As News Corp. changes color, it will save mountains of money in energy costs. According to ABC News, Dupont has saved $3 billion by reducing gas emissions 72 percent.

ABC News also reports that by installing lighting sensors, dimmers and a reflective roof, semiconductor maker Texas Instruments cut lighting energy 80 percent in its Richardson, Texas, office building — a $1 million savings in the first year alone.

Think it is difficult to find talent? Nowadays worker bees also want to breathe easy while on the job. Dana Mattioli, reporting for The Wall Street Journal (Nov. 13, 2007) wrote: “A recent poll on green employment by MonsterTRAK.com, a job Web site geared toward students and entry-level hires, found that 80 percent of young professionals are interested in securing a job that has a positive impact on the environment, and 92 percent would be more inclined to work for a company that is environmentally friendly.”

She also reported that a study conducted by the Canada Green Building Council has linked eco-friendly indoor environments to higher productivity and less absenteeism. Green workplaces tend to focus on natural lighting, which may improve the mood of employees, and many green workplaces use advanced air-filtration systems, offering better air quality.

Flaunting your color

Okay, now you’ve done your part for the polar bears and the ozone layer. But if you really want to reap the benefits, you need to let everyone know that you’re green. That’s where the readers, advertisers and talent come in. If you don’t tell them loud and clear that you’ve invested in all those green initiatives, they won’t know you deserve their loyalty and respect. Smart marketers are showing their colors. There is nothing wrong with taking advantage of a good thing. A very good thing!

Rosemarie Monaco is president of Group M Inc., a marketing communications and consulting firm specializing in the graphic arts. Send comments and questions to rosemarie.monaco@groupm.org.