Is Net-Zero Possible?

Thought Leadership

23 Nov

By Marcus Timson, Co-Founder, FuturePrint

On 23 April, The Times reported that the UK Prime Minister, Boris Johnson announced a new carbon target: by 2035, the UK would cut its carbon emissions by 78 per cent, compared with 1990 levels. This target, which will be made law, is by far the most ambitious climate target announced by any country in the world. And it all sounds very positive. But how will this be achieved? Will this new law be the enabler for Net Zero? Or will a change in social opinion? Or maybe both? Is this bold statement even believable given PM Johnson’s propensity to bend the truth? All this remains to be seen...

Regardless, ‘Net-Zero’ has become the universal buzzword to signal to stakeholders the seriousness of any organisation’s intent about reducing damage to the environment. But is it enough? And how will we know that the work is actually being done?

And when is the print industry's Net-Zero’ deadline?

Firstly, what is ‘Net-Zero’ and how can it be achieved?

According to the LSE

“The term net-zero refers to the target of reducing the greenhouse gas emissions that cause global warming to zero by balancing the amount released into the atmosphere from sources with the amount removed and stored by carbon sinks. This is also described as ‘carbon neutrality’ and sometimes ‘climate neutrality.

Getting to net zero requires significant abatement of greenhouse gas emissions across all sectors of the economy. For example, switching from fossil fuels to renewables including wind and solar power to generate electricity is significantly reducing carbon dioxide emissions in many countries. To make deeper cuts in emissions, large-scale investment and innovation are needed to provide technologically viable and economically competitive alternatives to fossil-fuel-intensive technologies in sectors like heating and transport and to reduce emissions of greenhouse gases other than carbon dioxide (such as methane) from sectors like agriculture.”

But there is a growing body of evidence suggesting that these targets may be hollow as they distract attention away from providing evidence of actions being done to reach these targets. OK, so I am an eco-sceptic. Not in the sense that I do not believe that climate change is real, it really is, but rather I still wonder if the world's leaders of the largest economies, the world’s most famous brands and retailers are truly 100% committed to sustainability. I still think that there remains a large amount of vague ‘puff’ kicking around the subject of sustainability where positioning is important but when it comes down to it hard cash always seems to win. Let’s be honest, it is virtuous for people to be seen to be green and very easy to make pledges. But the real work is done behind the scenes by trying to meet these pledges in the real world.

The problem is that becoming a circular economy and sustainable business is challenging. If it were easy we would all be doing it already. It requires a revolution in thinking and actions, yet we are at best reforming our systems. This is because there is a significant disconnect between vision and execution. Silos exist everywhere and there is a lack of unity, clarity and coordination. I'm not saying this is entirely cynical but it is a massive problem in my view. By the time net zero reaches the print industry these disconnects become chasms into which falsehoods may be made and with the best will in the world, the planet continues to suffer.

Why am I an eco-sceptic?

This began after launching and running, along with my co-founder, Frazer Chesterman, the first sustainable print event, EcoPrint in 2012. The event took place in a converted railway station in Berlin. We really went ‘all-in’ with eco, hell, the carpet was eco, we audited the event to an ISO eco level beyond the call of duty frankly, and we even asked exhibitors to prove to us why their particular product was eco. In fact, come to think of it, even the venue was repurposed! The content also featured a stellar list of inspiring environmental and business speakers. It was a great event.

But despite a massive effort, commitment and investment on our part, and our exhibitors and partners who believed in the vision, we discovered back then, that the commercial demand just wasn't there. It was a very worthwhile, ethical and purposeful thing to believe in, but it just didn't make commercial sense. EcoPrint became an event that proved to be a great talking shop for believers and evangelists, but in an ironic and somewhat cruel quirk of fate, it was not sustainable.

However, regardless of my frustrations, there is most certainly a recently renewed belief in the need for change among world leaders and wider society and this is a very good thing. This is I am sure due to the actions and commitment of activists such as Greta Thunberg and David Attenborough. Their commitment, respect and popularity have grabbed people's attention and given huge support from the Gen Z group who have little tolerance for anything that is not sustainable. Add to this the further fuel given by the COVID crisis into aligning with fast-changing consumer attitudes, and there is definitely an intensified demand for green and this is manifested in these Net Zero targets and pledges.

A call to action for innovators

For true ‘net zero’ to be achieved we will need a veritable tornado of innovation. This is the most exciting thing in my view. If the law is going to force society to conform, then this corresponding ‘innovation tornado’ will surely enable an opportunity that is truly financial and commercial as well as ethical and healthy for the planet. Being eco may therefore become a no brainer, but to get to this point then absolutely loads of innovation is needed.

The traditional manufacturing model of working with the materials and processes we have at our disposal is not always designed (strategically from the top-down) to be cradle to cradle, which I think is required for true sustainability. Otherwise, sustainability is trying to bend a product or system in another direction. This is not sustainable. As any health expert would say, nutrition and exercise enable a good level of general health as it hugely reduces the likelihood of becoming ill. By living unhealthily, then getting ill but then treating yourself with an array of medicines that help you to manage the problem, this will only enable you to exist, but you will not thrive, you will still suffer and your life will likely be shorter. So sustainability therefore must be about revolutionising the entire process and life cycle, addressing the issues that led to the big problem and turning them on their head. This is what we need to do, plus an acceptance we may all have to all change our behaviour big time.

So sure, we may be seeing a reform to how things and how we behave when in reality, we actually need a revolution. A single sustainable product in isolation does not mean you have a sustainable business in terms of profit, planet and purpose. This is not me denigrating the efforts of businesses and innovators, but rather I would like us all to have a reality check.

The environment is a hugely emotive issue. I am sure this article might stir up some thoughts and comments, in fact, I hope it does. Of course, it is sad to see animals lose their habitat and ecosystems break down, mass deforestation and the acidification of oceans. It is polarising and political. And on the one hand, as a well-meaning eco-ignoramus, you run the risk of being hectored at by an increasing contingent of militant liberals while on the other hand, there seems to be a wall of denial from those who deny there is a problem at all.

So there is still a chasm to be bridged, and a conversation to be had and a lot of innovation to be realised. We all need to do more to understand. And working together with one set of standards for print would help tremendously as this is an area where some brands may be proclaiming facts that are just not genuine due to not understanding fully how the product is made.

So what?

Well, what do you think? Is the print industry on the right track to sustainability?

How does digital technology help improve matters?

If we get enough engagement we will host a one-day digital event on the subject. I'd be interested to learn and please understand, despite my age and crankiness, I'm really open to learning and changing my opinions and behaviours!!

Hope to hear from you.

By Marcus Timson, email here