Print wins in the scientific life cycle assessment

In a cross-border LCA study conducted by the Freiburg-based Öko-Institut, traditional print media such as newspaper ads and brochures in the DACH region and the Netherlands were directly compared with their digital counterparts. To ensure objective comparability, 52 actual print products were grouped into representative models. The study strictly adhered to the international standards of ISO 14040, 14044, and 14067 and was also subjected to an external audit to ensure maximum validity. Leading industry associations from Germany, Austria, Switzerland, and the Netherlands are behind the project. According to Julia Rohmann (German Printing and Media Association), the study provides a reliable factual basis for an objective debate on sustainable advertising strategies. Contrary to the common assumption that digital is automatically “greener,” the study shows that print often performs better under real-world conditions.

Per million contacts, the printed version of an advertising brochure generates only 642 kg of CO₂. A digital PDF brochure, by contrast, has a climate impact five times greater. Paper also holds the edge when it comes to newspaper ads. While a print ad emits 67 kg of CO₂, a traditional web banner generates around 102 kg of CO₂.

The study makes it clear that the ecological footprint is not a fixed value but depends on variable factors. The choice of paper and the efficiency of the printing process are key levers for reducing emissions. But the duration of digital use is also relevant, because the longer a user views an online ad or the larger the data volume, the worse the environmental impact of the digital version. A major advantage of print is its multiple uses. Since a brochure is read by an average of 1.9 people and a newspaper by as many as 2.7 people, the environmental impact is spread across multiple users. Digital impressions, on the other hand, always cause the same environmental impact per view.

Conclusion: The study demonstrates that print advertising is by no means a thing of the past, but rather, in a direct comparison, represents an ecologically competitive and often even superior option. That’s truly good news for our industry!