By Annie Zhu, Associate Editor, Pulp & Paper International magazine
SHANGHAI,
Jan. 23, 2012 (RISI) -
For years the paper industry has been discussing how to communicate effectively with the public and to change the traditional image of the industry as forest damaging, polluting, outdated and inefficient.
Now that the new year of 2012 has begun, has the situation improved? Unfortunately the answer is still negative.
Media campaigns
Public media campaigns play a part in consolidating people's perceptions. We often hear, watch or read public interest advertisements in different kinds of media, saying that to save paper means to save the forest.
Other channels are also influencing us. Our bank statements might say that: "you are encouraged to receive online statements rather than paper statements due to environmental concerns." At our work places, we are quite often told to do less printing.
A recent survey on paper use and Consumption conducted by the Confederation of European paper industries (CEPI) amongst 734 young Europeans between the ages of 16 and 26 shows that "the web is generally seen as more environmentally friendly than paper." This may well be because young people consider it to be ‘free' or at ‘no cost' - little or no cost to use and therefore little or no cost to the environment. There seems to be a gratuity element attached to the web that paper does not bear."
Of course, we know that electronic goods are not environmentally friendly at all compared with paper, which can be recyclable. It is not difficult to work that out, but aggressive marketing campaigns through different channels don't want to allow people to have a chance to think for themselves.
Some papermakers have already realized that it is important to talk directly to the public and to change people's opinions about the industry. For example, APP , a paper giant under close scrutiny regarding its forestry and plantation operations in Indonesia and China, started to publish the paper Contract with China in 2008, stating its commitment to environmental and social responsibility.
The company started to hold sustainability Forums in 2008, inviting industry specialists, officials, NGOs and media representatives to talk about environmental challenges facing the industry and possible solutions for sustainable growth.
Other companies, for example, China's Sun Paper, started open day programs for the public in 2008, showing the company's efforts in eliminating pollution and protecting the environment.
International players such as Stora Enso are talking directly with NGOs. the company's CEO Jouko Karvinen and Greenpeace forest campaigner Sini Harkki just had a conversation about responsibility and the video was posted on Facebook, which aroused a lot of attention.
Still a long way to go
Big companies have made some positive efforts already though there is still a long way to go. To find effective ways to build up positive images in the public is essential.
One of the most effective ways these days might be to take advantage of social media, such as Facebook, or Weibo (the Chinese equivalent of twitter). As an experiment, I just published a sentence on Weibo saying, "the paper industry can be clean, efficient, environmentally friendly and also recyclable." I received a few comments seconds after posting. As a new comer on Weibo, my words didn't receive much attention for now, but I am sure when more and more people are raising the topic, it might start to change people's opinions towards the industry.
The good thing is that most people understand that they can't live without paper. The survey by CEPI shows that "80.5% of young people cannot live without paper because they think it is useful (70.2%), necessary (over 50%), or they need it around (50%). Paper makes everything more emotional, official, trusted, confidential and secure."
To win good opinion from the public, paper producers have to stick to its "green practice". Only in doing so, our "green messages" with the public will be loud and proud.
