The EU Ecolabel for PPP Trends & Marketing EUEL PPP Marketing Scherlofsky... · The EU Ecolabel for...

The EU Ecolabel for PPP Trends & Marketing

W. Andreas Scherlofsky, Energon GmbH

EU Ecolabel for printed paper products

W. Andreas Scherlofsky, EU Ecolabel for printed paper products, Vienna 6/3/2013

Topics

1.  Trends

2.  Ecolabels

3.  Logo / marketing

Trends

.. more than capable

Earth's Biological Capacity

Built-up land Cropland

Fishing ground Forest

Carbon

Num

ber o

f Ear

ths

used

Grazing

Green markets growing

Growing number of the "LOHAS“ type of consumer (Lifestyle of Health and Sustainability) Europe: 49 Mio USA 40 Mio


W. Andreas Scherlofsky, EU Ecolabel for printed paper products, Vienna 6/3/2013 Eurobarometer Flash, April 2009

Rising number of green Buyers

Factors relevant for the buying decision



Greening of the paper & printing industry

•  Eco-efficient printing technology •  Environmentally sound chemicals •  Green initiatives

Beware of greenwashing



Raising market for green paper products

•  30% private companies •  15% NGOs •  12% Agencies •  12% Public GPP •  11% Publishers •  20% others

Source = ?



Paper trends

•  Digitalisation > more paper

•  EU: about 250 kg/Pa, USA 335; 77% in Ind.länd.; +xx%

•  2/3 from sustainable forestry, 40% recyled fibre

•  24% of the waste

Ecolabels for printing and paper



400

350

300

250

200

150

100

50

1980 1990 2000 2010

Trends of Ecolabels

www.globalecolabelling.net www.ecolabelindex.com

Global Trend since 1978 Blauer Engel (DE) 1978 Nordic Swan (SE, DK, FL, NO, IS) 1989 Ecomark Japan 1989 Österreichisches Umweltzeichen (AT) 1991 NF-Environnement Mark (FR) 1991 Green Seal (USA) 1991 EU Ecolabel 1992 Milieukeur (NL) 1992 TCO 1992 Környezetbarát (HU) 1993 Chinese Ecolabel 1993 Ekologicky Setrny Vyrobek (CZl 1994 FSC - Forest Stewardship Council 1994 Environmentalne Vhodny Produkt (SK) 1997 Fairtrade 1997 EKO Znak (PL) 1998 PEFC – Program for the Endorsement of Forest Certification schemes 1999 MSC - Maritime Stewardship Council 1999

435 Ecolabels in 197 states, 25 fields of industry. 10 Type-I-Ecolabels in Europe



Criteria for choosing the right Ecolabel

•  Eco-efficiency •  Credibility •  Positive Image Recognition

with your target group

•  Meeting GPP requirements



ISO types of eco-labels



Ecolabels related to PPP

.. for printed paper products, printing and printers

.. for paper and resources

.. for company/institution



Relevance

•  Multi-dimensional criteria

•  usability

How to use the EU Ecolabel logo

Rules & best practice



As soon .. - fulfillment of the EU Ecolabel requirements - signature of contract - payment of the fee

.. you are free to use the LOGO during the period of validity in the way it is permitted and efficient



Where to use the EU Ecolabel?

•  On EU Ecolabel PPP prints •  In your advertising (online, prints,..) •  At your promotional events (open day, fairs, etc.) •  In your PR & media work, etc.

.. always connected with your EU Ecolabel product

. . . . . . . . . . . . . . . . . . . . . . . .

How companies use the EU Ecolabel



Make your logo visible



  Colours   Pantone 347; RGB 0-158-96; #009E60) für Blume, EU und Webaddresse   Pantone 279; RGB 102-137-204; #6689CC) für Rahmen, Ecolabel und Boxtext

  Minimum size 10.6 x 10.6 mm FI/20/011

  Text box with licence number Country of registration / product group no. / national licence no.

Logo Rules 1

  Single colour versions

  Schwarz auf Weiß   Weiß auf Schwarz   Farbe x auf Weiß   Weiß auf Farbe x

(jeweils mit der dazugehörigen Textbox darunter)

Source: EU Ecolabel Reg. 66/2010, Art. 9 (9, 11, 13) + Annex II: http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=CELEX:32000R1980:EN:NOT



  Optional version with three arguments   This product can be recycled   Printed on environmentally sound paper   Strong limits for the use of chemicals used during

the production and for emissions to water and air

  „Please collect paper after use for the recycling"

Logo Rules 2

(source: Commission Decision on "printed paper products")

Source: Commission Decisionon printed paper products http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=CELEX:32012D0481:EN:NOT



EU Ecolabel logo always separately, never combined

For more information on the use of the logo see the "Manual for the use of the logo" (rules and examples: http://ec.europa.eu/environment/ecolabel/documents/logo_guidelines.pdf   Get the Logo from the CB or from the DG



For more information on the use of the logo see the "Manual for the use of the logo" http://ec.europa.eu/environment/ecolabel/documents/logo_guidelines.pdf

Get graphic files of the EU Ecolabel logo in different formats from your national Competent Body

More information & Logo-file

Best practice of how to use the LOGO



Advertise your green printing on your own prints

z.B. reports and brochures



Showing your green printing is argumentation for printing

•  Online ≠ "green" •  Online cannot replace prints •  (Green!) Printing will survive

as a part of sustainable economy (similar to MSC, FSC)



Media work on your green printing

•  Articles worthwhile to being communicated •  Together with visuals For example on

–  Awarding of the EU Ecolabel –  Your annual enviromental report (your positive impact,

compensation, minimisation of input, turn-over, examples of new technologies and their benefits

–  Examples of printings

.. in local public media, special interest media in the field of printing industry, eco-press .. On prints, online, broadcast & movies



The Ecolable for PPP on your prints



Image-prints

i.e. sustainable reports, brochures, magazines, etc.

produced on behalf of public

administration, NGOs, sustainable

economy, etc.



z.B. Advertising for green products – on green prints!

It's only a question of time when people reading a brochure on green topics ask themselves .. "was this produced in an environmentally sound way?"



Ecolabel information online

Explain the meaning of ..

Show your best practice prints

.. link to the EU Ecolabel website

.. also on other relevant web platforms



Why only one? UPM Steyrermühl, AT



Why only one? UPM Rauma, FI



For example - GRASL Fairprint

Austria, 2012

Quality Labels + Ecolabels

+ Renewable Energy

(water power, biomass)



Checklist "EU Ecolabel marketing"

Thanx for your attention

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