“From legacy liability to climate-aligned opportunity” – print has a strategic opportunity to seize
Newly recognised EU sustainability credentials and a newly resilient magazine market show print can partner environmental responsibility and business success
Earlier this year, the European Commission recognised paper as a strategic and sustainable industry as part of its Clean Industrial Deal (CID). The CID aims to strengthen Europe’s industrial base while pursuing the goal of climate neutrality, supporting energy-intensive sectors such as print. This comes at a time when a new study, Inside the Print Revival (from Media Voices, which provides weekly analysis of the media sector) demonstrates that print is doing better than many believe – and providing significant commercial returns.
The CID arrives against a backdrop of mounting geopolitical pressures and energy volatility, with the EU recognising the need to shore up Europe’s manufacturing base while sticking to ambitious climate goals. Paper’s inclusion represents a reputational shift for the sector and marks an acknowledgment of its sustainability credentials.
"We're no longer seen as part of the problem, but as part of the solution,” says Marco Eikelenboom, CEO of Sappi Europe and Chair of the Confederation of European Paper Industries (CEPI). “For advertisers and brand owners, that changes the narrative around print – from legacy liability to climate-aligned opportunity."
Paper’s sustainability advantage
Paper’s inclusion in the CID comes as a result of its strong environmental performance. Modern paper production in Europe functions as an almost circular system – most paper carries FSC or PEFC certification (to promote sustainable forest management) and more than 70% of paper is already recycled. What’s more, renewable biomass already powers more than half of the manufacturing process.
“Marketers often underestimate how much print has evolved. The perception that print equals deforestation or waste simply doesn’t hold up anymore. In fact, when done right, print can outperform digital in both engagement and sustainability.”
The print industry is well-versed in supplying data to support its environmental claims. "The beauty of print is that we can measure it," says Eikelenboom. "We can provide third party-verified life cycle analyses, carbon footprint data and certified sourcing. In today's media environment, that's gold."
Brands return to print
Just as the EU recognises print’s sustainability credentials, magazines appear to be experiencing a resurgence – notably those that understand their audiences, fulfil a niche and focus on high-quality content. In 2024, the likes of Homes & Gardens and Slimming World Magazine in the UK increased circulation by 8% and 6% respectively. In the US, politics and arts title The Atlantic grew its print circulation by 12% to more than half a million. The magazine also expanded its print offering from 10 to 12 issues a year.
As Media Voices’ Inside the Print Revival notes, “These days, the smart money is on premium print publications that squeeze more from less, with a strong, complementary digital presence.
Meanwhile, many successful independent titles never get audited, suggesting that this positive trend likely runs deeper. In recent years there has been a proliferation of smaller titles – just ask magazine distributor Ra & Olly, which manages 150 publications from around the world, covering a range of topics from art to ecology, travel, kids and music. The distributor has now reached a point where they have to say no to taking on new titles.
Print can also still generate substantial revenues. The Media Voices’ report cites PwC's Global Entertainment and Media Outlook (2024), which predicts that by 2026, consumer publishers will still derive three-quarters of their revenue from print magazines. Even B2B publishers expect print to account for 45% of their revenues next year.
Perhaps most illuminating is the fact that brands that previously went digital-only are now reversing course. In April, Denmark's Aller Media announced the return of Femina as a monthly title after discontinuing it only last year. The publisher admitted their mistake, pointing to "demand for the printed magazine among both readers and advertisers". Established titles are also being revived in print – for example, 2025 saw iconic European style magazine i-D returning to print.
This convergence – between a revivified magazine readership and the EU championing paper as key to a sustainable future – conveys a powerful message.
As Eikelenboom says, “The question is no longer, ‘Is print sustainable?’ It’s ‘Why wouldn’t you use a medium that delivers results, builds trust and supports your ESG goals?’ That’s the opportunity we’re offering.”
