Paper with Purpose: Building a Sustainable Future Through Print
Across Europe, we're supporting exciting initiatives that highlight paper's enduring relevance in today's digital world. By teaming up with industry partners and educational institutions, we are actively working to address misconceptions about paper, highlight its environmental credentials, and ensure its place in modern communication strategies.
Print’s Powerful Future Across Europe
In France, we’ve partnered with a group of players from the graphic industry and the GMI (Groupement des Métiers de l’Impression et de la Communication) to launch a nationwide campaign to promote paper and print. It’s the first of its kind in the country, aimed at the general public—and especially younger, digital-native audiences. Four campaign visuals tackling misconceptions head-on have been developed, addressing the four most common stereotypes about paper: deforestation, recyclability, and sustainability. The campaign uses a paper superhero to spread the word through a 360° approach.
The "OrigAMA la carta" campaign in Italy represents another key educational initiative, reaching over 1,000 students across 15 schools and universities. Led by a coalition of paper industry, printing, and graphic arts associations, this project challenges students to develop creative campaigns promoting paper's environmental credentials. We’ve supported the initiative with both manpower and expertise, helping to guide the project's direction and development.
The results? Over 400 students participated in the design competitions, and a winning campaign was implemented across multiple channels, including metro posters, newsstand displays, and social media. The campaign creatively uses origami animals to convey how the paper industry protects forests, with the Italian message: "Chi vive del bosco, lo protegge! Così fa anche la carta." (Those who depend on the forest protect it. Paper does too.)
And in Germany, we’re proud to support the WE.LOVE.PRINT initiative—a movement dedicated to keeping print strong and relevant in an omnichannel world. The initiative educates society about the values of print and sustainability while providing training opportunities in the graphic arts industry. The WE.LOVE.PRINT platform invites print enthusiasts from the entire spectrum of the industry to participate.
Communication about the range of print services naturally also addresses society. We’re contributing by funding the initiative and providing high-quality paper for the campaign’s magazines and materials. After all, print isn’t just an industry topic—it’s part of our everyday lives.
Shaping a Sustainable Future
"In a world facing urgent environmental challenges, the paper industry stands as a model of transformation," says Flavio Froehli, VP of Sales and Marketing at Sappi Europe. "These initiatives demonstrate how our sector has evolved beyond simply producing paper to driving genuine environmental change. We're achieving measurable reductions in carbon emissions, leading in circular economy practices, and educating future generations about sustainable communication choices. It's about showcasing how an industry can adapt and thrive while meeting crucial sustainability goals."
What’s Next
By supporting these kinds of initiatives, we’re helping to secure the future of paper as a renewable, responsible, and inspiring medium. The journey continues—and we’re proud to be on it together with you.
