11 reasons to eco-design your communication materials

Websites pollute. Although digital pollution is still little known today, it is no less real.

Digital technology pollutes more than air traffic. (Source: The Shift Project)

It is already responsible for 3.5% of global greenhouse gas emissions (generated by data centres, network infrastructure, equipment and their use). And these emissions could even double by 2025 (Source : The Shift Project).

According to a 2016 Ademe study, approximately 13.6 kg of unsolicited printed matter is distributed in France each year, i.e. more than 30 kg for a three-person household (almost 900,000 tonnes per year). This printed material is often immediately thrown away to be recycled at best, or sent to landfill or incinerated at worst.

All communications, whether printed or digital, have environmental and social impacts.

Eco-responsible communication integrates ecological issues, listens more carefully, and takes into account the way messages are delivered as well as their content.

Why eco-design your communication?

#1 To avoid exclusion

A message cannot be well received if it is misunderstood. Beyond the elderly or disabled, we design your communication so that it is understandable by your entire audience.

#2 To be well understood by all

A message cannot be well received if it is misunderstood. Beyond the elderly or disabled, we design your communication so that it is understandable by your entire audience.

7% of adults aged 18 to 65 are illiterate in France today. More than half of them have a professional activity. (Source : Agence Nationale de Lutte Contre l'Illetrisme)

We use images and drawings to convey certain messages, simplify texts, and adapt messages to be understood by your entire audience.

#3 To limit your footprint

Ecodesign allows you to ask questions before designing a medium.

For example: what is the need for this medium? is it the most appropriate solution? How can paper be saved if necessary? How can ink be saved? What is the most appropriate format? How can rapid obsolescence be avoided? Would this medium be easily disposed of? etc.

We think about the quantity needed, the durability and the origin of the materials (recycled, ecological...).

We also pay attention to the supplier: is he also committed?

And, if the medium replaces another, we ensure that it is recycled.

#4 To have a better performing, simpler, safer, more durable and cheaper to maintain website

57% of users abandon the site they are on after 3 seconds of waiting. And 80% of these people will never return. (Source : e-commerce mag)

Google even states that a one-second delay in loading times on mobile can impact conversion rates by up to 20%, a figure that continues to rise. (Source: Google and WelcomeMax agency)

68% of internet users leave a site because of a bad user experience and 44% share this bad experience with others.

Having a fast and efficient site with a good user experience is therefore essential..

And that's what an eco-designed website offers. Indeed, it has many advantages such as :

A lighter, more efficient website with a shorter loading time to minimise the bounce rate.
A clean, user-friendly interface to provide smooth navigation and easy handling.
A better visibility, thus an increase in traffic and in the conversion rate.
Improved security: an eco-designed site is purged of unnecessary features and code that is vulnerable to hacker attacks, thus strengthening its security and resistance against these intruders.
Better SEO: when a website is accessible and loads quickly, it tells the search engine how well the site is performing. And, the search engine rewards it with a better positioning on its results.
Enhanced brand image, thanks to the website's favourable ranking on the Internet and the positive feedback it has generated.
Lower maintenance costs.
Lower hosting costs.

And, if eco-responsible thinking imposes a framework for creativity, eco-designed sites and beautiful design are not mutually exclusive..

You may have guessed that our website is eco-designed. Don't hesitate to have a look at our eco-designed websites. eco-designed sites.

#5 To initiate or reinforce your eco-responsible approach

CSR (Corporate Social Responsibility) is a strategic axis that cannot be ignored, and consists of rethinking the economic model of your company to produce in better conditions. It means answering the question: "How can I reduce my impact?

70% of companies are aware that they need to become socially responsible but only 30% of organisations have implemented real actions. (Source : Deloitte, HR Trends 2018)

The eco-design of your communications - printed or digital - allows you to improve the environmental and social impacts of your company,, and thus to initiate or reinforce your eco-responsible approach.

#6 To democratise good practices within your company

Whether we design a website or an email signature, we advise you on the proper use of the designed tool to limit its footprint over time. We also explain its environmental impact.

This way, you can more easily adopt eco-actions for new consumption and communication habits within your company and in turn participate in raising awareness and democratising good practices.

#7 To meet employee expectations

55% of employees say that a company's social or environmental commitment is more important than salary. This number rises to 76% among millennials. (Source : Cone Communications)

Your company's commitment has an impact on recruitment and retention of talent.

Indeed, 83% of employees say they enjoy working in their company when it has a CSR function or department, compared to only 64% when their company does not. And 79% of employees still see themselves working in their company when it has a CSR function or department compared to 68% when it does not. (Source : Medef's 2020 CSR perception barometer)

Employee engagement is a key strategic objective for your company. An engaged employee is more motivated, more productive and stimulated by pride of belonging. This improves the quality of work and increases employee loyalty.

In addition, 71% of employees want their employer to provide them with more opportunities to get involved in actions to improve the social and environmental impact of their company. (Source : Cone Communication survey)

#8 To meet consumer expectations

European study on sustainable consumption shows 90% of consumers expect brands to be committed and help them consume better. (Source : Oney and OpinionWay study, February 2020).

Rose Marcario, former CEO of Patagonia, had even said at a lecture at UC Berkeley in April 2018 that every time Patagonia did something positive for the environment, the company made more money.(Source : DNA)

#9 To attract consumers with authentic messages

Your messages should not mislead the consumer into non-eco-responsible behaviour. (Source : Ademe)

The eco-friendly messages are authentic and respectful.

Authenticity is a major issue for your brand image: authentic brands attract consumers.

86% of consumers say that authenticity is a key differentiator that leads to a purchase decision. Among millennials, this figure even rises to 90%. (Source : Stackla)

#10 To communicate more than your promises

More than half of the people questioned in a European study on sustainable consumption do not believe in the promises made by brands in terms of sustainable development. (Source : Oney and OpinionWay study, February 2020).

What if you also communicate your results?

We invite you to break down your commitments into indicators, for which you can set targets (preferably SMART). This is what we did for our client Bocal & co. This way, instead of promises, you can communicate on your results, in all transparency.

You can also communicate on the improvement of your website's footprint before and after the redesign.

#11 To promote your approach

Don't forget to promote your approach by displaying it on your eco-designed materials. For example, you can put a statement such as: "Document printed on eco-labelled recycled paper with vegetable-based inks by an Imprim'Vert® printer", or "This site complies with good software eco-design practices".

This adds value to your initial approach, provides concrete proof of your commitment and enables you to raise awareness in turn.

Eco-designing your communication is a source of differentiation and enhancement.

In conclusion, eco-designing your communication materials is a competitive factor that improves your company's environmental and social impacts, and initiates or reinforces your responsible approach. You contribute to a more sustainable society. And your brand is enhanced.

For us, the best projects are not only those that develop efficient strategy and beautiful, intelligent design, but also those that can - even if only on a small scale - contribute to making the world a better place for future generations.