FuturePrint PodFEST: Episode 3 - Sustainable Print, Made Practical

And I think one area where we can start off is where we are now with sustainability.

Because, I mean, if you look at the world where we are at the moment, sustainability is under some challenges.

Yeah.

We've got some big companies pulling back on sustainability, some people still moving forward.

It was announced this week that Starbucks, the chief sustainability officer, they fired her, which was a bit of a shame, but they're embedding it in different parts of their business.

So sustainability is going to be under some challenges in certain areas, and it's going to be accelerating in others.

I think it'd be fascinating if we could just go through and say, where do you see sustainability at the moment? Where is it either under pressure, where it's accelerating, where some of the challenges are, and maybe some of where the opportunities are when we start to put it back to print service providers and where they can look at sustainability and use sustainability about how they can win at sustainability, because that's really what we really need to do.

So let's If we just go along, I think it'd be easy if we just do that and then we can jump in, but feel free to have a free flowing conversation as we go through.

So how do you see the world of sustainability at the moment?

Well, I would say that there's been a lot of ambitions around sustainability in the last years.

We're very much about setting ambitious targets, whether it's net zero, whether it's zero plastic, things like that.

You've seen it, I think, globally.

But I think we're at the turning point where there's less about the talking and a lot about implementing.

And so I feel that at the moment, we're in a space of how do we implement these big plans that we had and It turns out sometimes more complex, no? Sometimes.

Always.

Maybe more complex than planned.

And so really seeing this sustainability transformation more from a system angle, I would say.

And I would say that it's not only the doing, less talking and more doing, but the drive for this, it's also coming from regulations.

Regulations, it's a big driver that is pushing sustainability agenda.

And I think brands, brands that are touching or printers that are touching bigger brands are more affected by this drive from brands that are asking them, okay, well, I want report, I want data, I want better solutions.

So I think both regulations as well as the demand from banks are the things that are accelerated.

I think that's a

really good point because, unfortunately, if you're not a leader in sustainability, like some people are, regulation and their directors will pick up those companies that are behind, who are sort of like the laggards who... who will only really do it if they're pushed.

So we're seeing a lot of those being drawn in now.

And those are actually quite the hard companies to deal with.