Pictura Graphics was almost two decades in the graphics and printing business when Paul Lilienthal bought the company in 2003 and began diversifying the client base. After expanding the business into markets that had been untapped by the company, he found in 2007 that more customers were asking for green products and began looking at sustainable materials.

 Over 5 years, Pictura Graphics, under new leadership, increased revenue by 70% and infused sustainable principles into the business.

The
ecoImages signage line resulting from that inquiry is made from materials that are either recyclable or made of recycled material or natural fibers. It is eco-friendly in construction, and uses only water-based or UV inks with minimal volatile organic compounds. 

 When the consumer requests kickstarted Lilienthal’s focus he “began to do more research and gained a better understanding of sustainability, and realized we were short-sighted in our approach.” Focusing on “green” products missed the larger point. The company began to examine its overall processes, the processes happening along their supply chain and what was happening after their sales. Seeking input from as many people internally as possible and from external organizations as well was helpful. Raw materials were an obvious place to start, but certainly not the end. Read an interview about their initial efforts.

To support and substantiate their growth, they became a beta company for the Sustainable Green Printing Partnership (SGP) and in 2008 became the first nationally verified Sustainable Green Printer. The criteria considered by the SGP include:    

• The Product – input materials used to produce a product such as substrates, inks and coatings
• The Process – the manufacturing process involving press equipment and supporting technology
• The Envelope – the building, energy consumption, employees and supporting activities

Before May of 2008, Pictura only recycled a few things but now sees their dumpster bill shrinking as they recycle 3,200 lbs monthly of materials including plastics, acrylics, PET, styrene cardboard and general office paper. Recycling after events is also a part of the plan. For example, after providing the signage for the Sustainable Brands 09 conference, Pictura recycled 18.9 pounds of banner material into waste management and 92.5 pounds into Pictura recycling. 

Lilienthal’s advice to other companies:

“The commitment to sustainability is substantial and not an overnight process. We’ve discovered that it entails much more than a focus on raw materials, but a complete company wide commitment that extends to the way we engage clients and vendors. You cannot simply “dabble” in the concept and expect to achieve sustainable results.” 

Success here is about holistically integrating the viewpoint of sustainability into regular business practices, not grabbing some language or riding a trend or fragmenting the responsibility, littered throughout different departments.  It won’t work in the long run anyway, because the consumers who care about this actually care about it and will find the authentic players. The successful companies in this space will be those working authentically, methodically, and not overstating their realities. And that’s what this whole deal is about anyway, the big picture thinking.