I just heard some very strange news. A U.S. division of Toshiba has announced October 23 as “National No Print Day” and is asking companies not to print anything — yes, anything — on that day.
I’m sorry. Did I miss something? Doesn’t Toshiba manufacture print production machines?
This would almost be comical if Toshiba weren’t embarking upon a national ad campaign to promote the idea. The Dead Tree Edition did a really nice job of dissecting the inaccuracies and greenwashing in the campaign (see its post here). But unfortunately, far more people will see the national Toshiba ads than will read that post.
Such initiatives continue to feed the misperception that harvesting trees is bad for the planet. The impact is more far-reaching than just Toshiba. The inaccuracies of such a campaign impact an entire industry.
Here are my favorite three responses posted by the blog site:
- Paper is made mostly from renewable resources and has a high recycling rate. Ink and toner cartridges, including those with the Toshiba brand, are made mostly from non-renewable resources and are not often recycled. Have you considered that much of printing’s impact on our planet has nothing to do with paper usage?
- Toshiba makes a variety of electronic products. Are you planning to celebrate a No-Toxic-Materials-in-Laptops Day?
- Why the [$#*&!] did Toshiba just exhibit at Drupa, the world’s largest trade fair for printers, if one of its divisions was going to turn around and publicly trash the entire printing industry?
The Dead Tree Edition certainly has its response ready. How about you? What will you tell your customers if you catch them considering the possibility of buying into this ridiculous idea?
You’ve got four months to think about it.