Paper Recycling Conference: Sustainability: A Market Perspective

You can’t open a newspaper or turn on the television without hearing about the green movement. As the nation becomes more aware of the benefits of going green, businesses, paper recyclers are faced with the challenge of making their businesses more sustainable. But what does sustainability really mean?

During the session “Sustainabilty: A Market Perspective,” at the annual Paper Recycling Conference + Expo in Chicago, June 22-24, guest speakers Liz Cunningham, vice president of Balcones Resources, Austin, Texas and Vera Fischer, president of Blue Shoe Marketing, Austin, Texas addressed the concerns of paper recyclers when it comes to the sustainability of their companies.

Cunningham stated that sustainability met the need for the present without comprising the ability of future generations to meet their needs. She said Balcones is doing this by finding the highest and best use for its products. Balcones has been in the alternative fuel business for the past three years and is looking for new sustainable ways to use this product.

According to Balcones CEO Kerry Getter, who was asked for his meaning of sustainability, it mean never having to say sorry. Sorry we didn’t plan better, sorry we couldn’t provide better service, Fischer said. “He also says it’s about protecting the bottom line,” she adds

The one thing both Fischer and Cunningham stressed during the presentation is that this is a social revolution that is not going to go away any time soon. Fischer added that the green economy in itself was projected to grow to $4 trillion dollars and green marketing efforts will soon grow into mass marketing.

The challenge the paper recycling industry and other businesses are facing is the lack of standards or public consensus about what is “green,” according to Fischer.

She informed the audience that this would change as soon as the Federal Trade Commission release green marketing guidelines for businesses in 2009. To help businesses get started on building a sustainability plan, Fischer offered these tips: Be sincere, stay focused, be customized in your messaging, keep it real and remember your bottom line.

Next year’s Recycling Today Media Group’s Paper, Plastics and Electronics Conferences will be held June 7-9 in Atlanta.