Paper faces many prejudices in a society marked by digitalization and environmental concerns. Perceived as an obsolete and polluting medium, it is often marginalized in favor of digital alternatives. And yet, contrary to popular belief, all players in the graphics industry agree that paper is a sustainable and recyclable medium. The campaign "Paper, much more up-to-date than it seems" supported by the GMI (Groupement des Métiers de l'Impression), aims to highlight these assets through an educational and pragmatic approach.
The launch of this initiative testifies to the unity of the graphics industry, mobilized to promote the ecological and technical virtues of paper. All players in the sector, from paper producers to printers, have rallied around this campaign to raise awareness among the general public and decision-makers. This unprecedented mobilization reflects a determination to defend a resilient communications medium, capable of adapting to the challenges of sustainability. The campaign includes concrete actions through events and communication tools to illustrate the benefits of paper.
The campaign is designed to counter a common misconception: the opposition between paper and the environment. In reality, paper is one of the most recycled materials and has a well-controlled ecological footprint, thanks to the use of fibers from sustainably managed forests. According to GMI, this discourse will be amplified in the media and on social networks to show that paper contributes to the circular economy, in contrast to the environmental impact of digital technologies, particularly in terms of energy consumption and CO2 emissions.
Although digital tools are ubiquitous, paper remains an essential communication medium. It offers a unique tactile and visual experience that digital technology can barely match. In the advertising and marketing sector, paper retains a strong potential for impact. In fact, several studies show that print generates better recall and emotional engagement than digital advertising. The campaign will highlight these data to reaffirm the relevance of paper in modern communication strategies.
