How to Tell Customers Your Brand Prints Sustainably (Without Greenwashing)

Sustainability is a story worth telling when told honestly. In today’s marketplace, sustainability sells, but only when it’s authentic. Consumers are paying attention not only to what brands produce, but also to how they produce it. That includes the printed materials that represent your brand, such as packaging, marketing collateral, signage, and direct mail.

At Schiele Group, we see an increasing number of clients who want to reduce their environmental footprint and communicate those efforts responsibly. The challenge? Doing it without crossing the line into greenwashing, that’s when sustainability claims sound good but lack substance. This guide breaks down how to tell your sustainability story clearly, truthfully, and persuasively, so your customers know your print choices are as thoughtful as your brand.

What greenwashing actually is (and why it’s so damaging)

Greenwashing happens when a company exaggerates or misrepresents its environmental practices to appear more eco-friendly than it really is. It can be unintentional, often stemming from vague language or a poor understanding of standards, but the impact is the same: lost trust.

Customers today are savvy. They research, compare, and quickly spot inconsistencies. Once they feel misled, even slightly, that doubt can overshadow your entire brand story.

Some common signs of greenwashing in print marketing include:

• Using broad, unverified claims like “eco-friendly,” “sustainable,” or “green” with no proof.

• Highlighting one small improvement (like switching to recycled paper) while ignoring larger environmental impacts (like excessive overprinting).

• Misusing certification logos or claiming compliance without proper verification.

• Overpromising on recyclability or biodegradability.

Avoiding these pitfalls starts with education, transparency, and alignment between your values, operations, and communications.

Step 1: Start with authentic, measurable actions

Before you tell your sustainability story, make sure you have a story to tell. Authentic messaging begins with real change.

Here are a few practical, verifiable steps that show commitment to sustainable printing:

✅ Choose certified paper stocks

Look for FSC® (Forest Stewardship Council) or SFI® (Sustainable Forestry Initiative) certified papers. These certifications ensure the paper is responsibly sourced from forests managed for long-term health and biodiversity.

✅ Use vegetable- or soy-based inks

These inks reduce reliance on petroleum and make recycling paper easier, since they’re easier to remove during the de-inking process.

✅ Optimize print runs and materials

Digital and on-demand printing help minimize waste by producing only what you need. Schiele Group’s advanced print technologies make short-run, just-in-time production both cost-effective and sustainable.

✅ Incorporate recycled and recyclable materials

Choose post-consumer recycled content and design with end-of-life in mind, use materials and finishes that allow easy recycling.

✅ Improve logistics and operations

Sustainability goes beyond the press. Efficient production scheduling, waste recovery programs, and energy-conscious practices all contribute to a smaller carbon footprint.

When you can point to specific, trackable improvements like these, your message becomes credible and clear.

Step 2: Be transparent and specific in your messaging

The golden rule: specificity builds trust.

Instead of broad statements like “We print sustainably,” share exactly how you’re making a difference. For example:

• “Our brochures are printed on FSC-certified paper with soy-based inks.”

• “We’ve reduced paper waste by 30% in the past year through on-demand digital printing.”

• “All of our packaging is recyclable and made with 50% post-consumer materials.”

When customers see details and data, they believe the story—and they’re more likely to feel part of it. Transparency also shows humility: sustainability is a journey, not a destination. It’s okay to share progress, not perfection.

Step 3: Back up your claims with certifications and third-party verification

If you make sustainability claims, verify them. Certifications, labels, and supplier documentation lend authority and prevent misunderstandings.

Common certifications to highlight in print communications include:

• FSC® or SFI® certification (paper sourcing)

• Green Seal® (environmental standards for products and services)

• EcoLogo® / UL ECOLOGO (third-party verified sustainability claims)

• ISO 14001 (environmental management systems)

• CarbonNeutral® or ClimatePartner® certification (carbon offsetting)

Always use logos properly and follow usage guidelines from certifying organizations. Misuse, even if accidental, can be considered greenwashing.

Step 4: Tell a story, not just a fact sheet

Data builds credibility, but storytelling builds connection. Frame your sustainability efforts as part of your brand’s larger purpose.

For instance:

“We believe quality print should enhance, not harm, the environment. That’s why every Schiele Group production decision, from inks to logistics, considers environmental impact. Our goal is simple: make your printed materials beautiful, effective, and responsible.”

A narrative like this transforms sustainability from a technical claim into an emotional value. It helps customers feel that choosing your brand contributes to something bigger.

Step 5: Avoid “eco-buzzword” fatigue

Phrases like green, eco-friendly, natural, and sustainable have been used so often and so loosely that they’ve lost meaning. Use them only when backed by specifics.

Instead of relying on buzzwords:

• Describe actual processes and outcomes.

• Include numbers, certifications, or comparisons.

• Replace vague adjectives with tangible actions.

For example:

• Instead of “eco packaging,” say “packaging printed on 100% recycled kraft stock using water-based inks.”

• Instead of “sustainably sourced,” say “paper sourced from FSC-certified forests supporting responsible forestry worldwide.”

This shift from slogans to substance earns long-term customer loyalty.

Step 6: Educate your customers through print itself

Your printed materials can effectively teach sustainability through thoughtful design and copy choices. Here are a few creative ideas:

• Include a short sustainability statement: A small “Printed on FSC-certified paper with soy inks” line subtly reinforces your commitment.

• Add a QR code linking to your sustainability page: Let customers explore more details, metrics, or videos about your environmental efforts.

• Design for recyclability: Avoid foil stamping or mixed materials that make recycling difficult.

• Highlight reuse: Encourage customers to repurpose or recycle printed pieces.

• Share process photos or behind-the-scenes videos: Show how your print partner (like Schiele Group) integrates sustainable materials and practices.

The more transparent and accessible your sustainability communication is, the stronger your credibility becomes.

Step 7: Choose print partners who share your values

A truly sustainable brand chooses sustainable partners.

When you work with a printer like Schiele Group, you gain access to:

• Certified sustainable materials and vendors

• Advanced digital workflows that minimize waste

• Energy-efficient production and recycling programs

• Expertise in eco-labeling and compliance

Your sustainability story is only as strong as your supply chain. Partnering with print providers who share your values helps ensure every project aligns with your brand promise, from design to delivery.

Step 8: Make sustainability measurable and ongoing

Sustainability isn’t a one-time project; it’s an evolving standard. To keep your claims credible and compelling:

• Track your material use, waste reduction, and emissions over time.

• Publish annual sustainability updates or case studies.

• Set goals (e.g., “100% of printed materials on recycled stock by 2026”).

• Involve your customers, encourage them to recycle or reuse your printed pieces.

By keeping sustainability measurable, you maintain accountability and authenticity.

Step 9: Communicate with honesty, humility, and purpose

The best sustainability stories are told with integrity. Acknowledge your progress while admitting there’s more to do. Customers respect transparency over perfection.

Example messaging tone:

“We’re proud of the steps we’ve taken to make our print processes more sustainable, from using FSC-certified paper to reducing waste through digital print technology. But we know the work doesn’t stop here. We’ll keep learning, improving, and partnering with clients who share that commitment.”

That kind of honesty turns sustainability from a marketing claim into a brand value.

Final Thoughts: Real sustainability builds real loyalty

Sustainability isn’t just about materials, it’s about mindset. When your brand prints sustainably and communicates those efforts clearly, you’re doing more than protecting the planet. You’re building trust, credibility, and long-term relationships with your customers.

At Schiele Group, we believe that print and sustainability can coexist and thrive together. Our team helps brands combine stunning design with responsible production.

Want to communicate your sustainability story the right way? Let Schiele Group help you print smarter, greener, and more transparently.