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Promoting Sustainability
DEMONSTRATING YOUR SKILLS USING LESS
Turn on the television or open
a newspaper, and you would be
hard-pressed not to find information
on living green. The sustainable
design movement has embraced the
global marketplace and captured the
attention of consumers like never
before. From sustainable building
design to alternative fuels to water
conservation, entire industries are
taking notice and changing the way
they’re doing business. Even creative
professionals looking for sustainable
options for their portfolio development
have reason to celebrate and can
make their portfolio more sustainable.
The sustainable movement is receiv-
ing a tremendous amount of attention,
so what goes into a portfolio is as
important as what goes on it. Soy-
based and low-solvent-based corn
inks and UV-cured ink technology are
very popular. Reclaimed materials—
such as fabric and metal—are also
being used.
For professionally printed portfolios
or self-promotions, people are also
minimizing the amount of virgin paper
used and are selecting papers that
are processed chlorine-free, or that
even have seeds embedded in the
paper, which can be planted in the
ground later to grow flowers.
As for recycled paper, just about every
mill offers a paper with at least 30
percent recycled material. Some mills
also use alternative energy like wind
power.
Today’s portfolios and self-promotions
run the gamut from simple to grand,
from luxurious to subdued. But
more and more creative profes-
sionals recognize that incorporating
environmental elements into their
portfolios is more than just green
business—it’s good business. In fact,
for many creatives, sustainability is
much more of a standard, as opposed
to an exception—they understand the
value, responsibility, and profitability
of being responsible for the materials
and processes they use.
In addition to using more earth-
friendly materials, consider engaging
your audience in other unique ways.
Perhaps you can send a well-
designed epostcard or small printed
postcard that illustrates your creative
genius, while pointing the recipient
to your website or blog to learn more
about your product, services, and
experience. When presenting your
work, consider using a portable digital
portfolio rather than a printed one. All
of these combined efforts can make a
significant impact on your company’s
carbon footprint.
®
Larsen’s monthly enewsletter, inSights,
demonstrates Larsen’s thought leadership
via topics of interest to marketing managers,
creative directors, and others who need
ideas for communicating effectively to target
audiences. It is also a wonderful sustainable
approach to keeping in touch with client
and prospects.
L A r SEN
P L A N N I N G C R E A T I N G I M P L E M E NT I N G
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