Updated 7 October 2026
Marketing can be more resource-conscious when you reduce work and materials that do not serve a clear purpose.
Plan and reuse
First, give every campaign a clear audience and next step. Second, create reusable templates and displays rather than starting from scratch for each event. Keep approved content and artwork together.
Produce what you can use
Third, estimate print quantities from a distribution plan. Fourth, test a message in a small run before expanding it. Update changing details separately when practical so a price change does not make the whole piece obsolete.
Communicate carefully
Fifth, make environmental claims specific and supported. Confirm the materials and disposal options with the supplier and local programme. Digital channels also consume resources; switching a message online does not by itself establish an environmental benefit.
Your next move
Review your last campaign for unused materials and duplicated effort. ITG can help design the next one around reusable assets and realistic quantities.
Further reading: Current guidance on environmental claims.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!