What’s Green is Grey: Making More Informed Choices

A few years ago, a household FMCG brand was keen to promote a global campaign to activate one of its most lucrative, high-profile sponsorships. A proposal for a glossy, informative brochure was rejected because the company’s marketing department decided that print was bad for the environment. The quest for a greener alternative led the brand to produce a deluxe dvd set instead. But was opting for a material made up of metals, plastics and glass better for the environment than paper?

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