Munken appeals to all senses
X-Rite Pantone donates solutions to advance learning
‘Two Sides’ launches anti-greenwashing initiative
P
aper is for real. Paper is a physical product and has
thepowertotriggerallyoursenses.ThisiswhyArctic
Paper has produced a series of books on this topic,
shared on our Munken Design Range of papers. In addi-
tion to our five senses a sixth one is explored. Our intui-
tion.
In the book series, all six grades within the Munken
Design Range are presented along with intriguing facts
aboutoursenses.Thecampaignwasreleased inOctober-
November, all over Europe.
The Munken Design Range of papers are an ideal
choice for companies wishing to convey a genuine and
natural expression.
Martin Folkelind, Global Marketing & Business De-
velopment Manager at Arctic Paper S.A, introduced the
booklets, named Hear, See, Smell, Touch, Taste and Ex-
plore: ‘We seek to show how paper can enhance a mes-
sage in so many ways, and by doing so truly affect the
reader.’
In our ever more digitalised world, the interest for the
authentic, real, handmade and genuine is rapidly grow-
ing. The trends coexist and we see the ‘back to basics’
development appear in many areas – in old fashioned
stone-oven bakeries, in locally produced meat and veg-
etables, and in microbreweries where beer is produced
on a small scale, with love and attention to detail. In this
context,Munken fine paperswill continue to play a strong
part to make a powerful expression.
Using all our senses keeps us in touch with the real
world and provides that true and genuine feeling, saidAn-
nika Andréasson, Project Manager at Arctic Paper.
Whenchoosingapaper,yoursensestellyouthetruth.
The right paper will strengthen your message and allow
you to say more, using less information.
Today, it is easier than ever before to make an envi-
ronmentally smart paper choice and create environmen-
tally labelled printed matter. Arctic Paper Munkedals has
recently certified its entire product range in accordance
with EU Ecolabel, the official environmental label for the
European Union. In addition, all of the design and book
grades in the Munken range are produced using envi-
ronmentally labelled raw materials from forests certified
according to the international standards FSC™ (Forest
Stewardship Council) and PEFC (Programme for the En-
dorsement of Forest Certification)*.
X
-Rite Pantone has announced a donation of their
hardware and software solutions to BrobyGrafiska,
a graphic arts education centre located in Sunne,
Sweden. X-Rite Pantone’s donationwill be used as part of
the school’s programs that study packaging development
and production.
Sandor Tatrai, X-Rite Pantone sales manager Scandi-
navia, ‘BrobyGrafiska is preparing students for the future
by giving them access to the latest technology of today.
This donation builds on that good work, giving Broby-
Grafiska’s students the technology they need to fully un-
derstand and manage colour in their packaging designs.
We’re proud to have X-Rite Pantone’s products utilised by
this innovative learning centre.’
BrobyGrafiska is a meeting place and educational
center dedicated to supporting the study of the graphic
arts, including: graphic design, packaging design, web,
prepress, and flexographic printing. The school has state-
of-the art equipment housed in over 8000 square metres
of modern, customized premises. The technical equip-
ment and talented faculty of the school also serve as
resources for companies around the world.
The packaging design classes offered by BrobyGrafis-
ka cover the complete range of packaging production –
from idea to finished product. X-Rite Pantone’s donation
will give students the chance to use state-of-the-art col-
our solutions so they can determine colour standards and
accurately measure colour in their packaging projects.
Ronny Eriksson, technical manager at BrobyGrafiska,
said, ‘BrobyGrafiska’s gives students a ‘hands-on’ learn-
ing opportunity that enables them to assess and compare
newmaterials and functionalities in an open testing envi-
ronment. This donation from X-Rite Pantone strengthens
that education, and we are grateful to have this valuable
technology included in our courses.’
N
ewresearch, commissioned byworldwide lobbying
organisation ‘Two Sides’, has revealed that major
global corporations are still using inaccurate and
misleading environmental claims to encourage consum-
ers to ‘go paperless’ and switch from paper-based to
digital communication. This is despite legislation being
introduced by the advertising standards authorities to
protect the consumer from being misled.
Thesurvey,undertakeninFebruary2015,showedthat
in the UK, there is still a significant proportion of financial
service organisations, energy, petroleum and water sup-
pliers and telecoms businesses that are still making false
environmental claims. Similarly, research in theUS shows
a similar picturewith half of the leading Fortune 500 com-
panies in the same sectors were doing the same.
‘This is extremely frustrating and unacceptable,’ said
Martyn Eustace, chairman of the Two Sides initiative.
‘The fact that marketers in some of the most high profile
corporations in the world are still using unsubstantiated
and misleading environmental claims to persuade con-
sumers to switch from paper-based to cheaper electronic
communication is outrageous.Many consumers still have
a strong preference for paper but they are being manipu-
lated by a lack of clear and accurate information, when in
fact paper, based on a natural, renewable and recyclable
resource, should be considered as a highly sustainable
way to communicate.’
He continued, ‘This behaviour must be tackled and
we are therefore going on the offensive once again to
educate and inform those responsible of their misconduct
and to ensure that such organisations don’t continue to
flout the law and mislead their most important asset…
their customers.’
Two Sides will be engaging with companies in Eu-
rope, the USA, Canada, South America, South Africa and
Australia, who have either reneged on undertakings to
stop using misleading environmental claims or are now
again claiming that switching to online billing and com-
munication is better for the environment without supply-
ing verifiable supporting evidence.
Original UK research completed in 2012 revealed that
70 percent of Telecoms businesses, 43 percent of the
major banks and 30 percent of utility companies were all
making inaccurate claims about the environmental ben-
efits of switching from paper to digital communication.
However, when challenged by ‘Two Sides’, 82 percent
of these companies changed their marketing messages.
In North America, Two Sides has also been success-
ful in converting 30 of the Fortune 500 companies in the
same sectors and is in discussionwith a further 25 organi-
sations who have yet to comply.
Eustacecontinued,‘Consumersshouldnotbemislead
and encouraged to go ‘paperless’, when in fact it may be
the sustainable way to communicate. It is just not ac-
ceptable to use misleading ‘green’ marketing to encour-
age customers to receive their bills or communications
online, claiming that this is ‘better for the environment’.
The majority of these claims are unsubstantiated and the
term ‘paperless’ is also disingenuous as many consumers
resort to home printing to ensure a permanent hard copy.’
Two Sides maintains that the linkage made between
switching from paper to electronic services and helping
the environment not only creates amisleading impression
about the sustainability of print and paper but, as these
claims are also unsupported by facts, they contravene the
latest UK CAP code, (Committee for Advertising Practice),
flout guidelines by the US Federal Trade Commission and
CSR Europe (the leading European business network for
corporate social responsibility), the UK Government de-
partment DEFRA, and locally The Advertising Standards
Authority of South Africa (ASA).
Phil Riebel, president of Two Sides North America,
commented, ‘Over the past 12 months our campaign has
successfully changed over 50 percent of the misleading
marketingclaimswehaveuncoveredbutthereissomuch
more education to do because the majority of corporate
marketers don’t.
Left: Sandor Tatrai, X-Rite Pantone SalesManager
Scandinavia, right: Ronny Eriksson, Technical
Manager at BrobyGrafiska
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