Months after announcing its intention to do away with printed brochures for sustainability reasons, Rewe is still facing opposition from a number of sides. No wonder, because print is being unjustly made the bogeyman by the company when it comes to climate friendliness. We have compiled the facts on the sustainability of print and are sending out a clear signal against greenwashing with our new video clip. Because advertising communication without any print at all? For us: #inconceivable!
Rewe’s advertising not only wants to give the impression that print is “outdated” and that the future belongs solely to digital media – the message is also one-sided and simply wrong. The carbon footprint of digital technologies, including their energy-hungry server farms, their need for rare earth elements, and their power generation, which is often still based on fossil fuels, is swept under the rug.
Not to mention the fact that there are many people who either don’t have access to digital media, can’t handle it – or simply don’t have the opportunity to obtain information on the move due to poor network coverage in rural areas.
So why engage in such heavy-handed greenwashing and discredit an entire industry, when these days print and digital complement each other so wonderfully – and together can reach all people, regardless of their background, age or income?
We believe that everyone should be able to decide for themselves which media they prefer.
Incidentally, the Group has only abolished flyers at Rewe – but not at its other brands, Penny or Toom, which also belong to the Group. Why not, if this step was solely about sustainability?
zipcon consulting and the Initiative Online Print (IOP) explain: