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(September 2007) posted on Thu Sep 13, 2007

Demand for energy-conserving and recyclable sign materials could grow.

By Steve Aust

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We've all heard the news reports about depleted natural resources, teeming landfills and global warming. Talking heads have argued ad nauseum about the problems' severity and their causes, but people of most political stripes acknowledge that we should be mindful of how we consume and dispose of materials. Conservation and recycling are common practices in many households (sacrosanct in some), but, in the commercial arena, decisionmakers commonly perceive that "green" or "sustainable" – the latter has become today's buzzword for the long-term feasibility of materials and processes -- and products are too expensive or unwieldy for mainstream use.

The sign industry has borne an unfair brunt of responsibility when resource scarcities have struck the United States During World War II, many on the home front viewed illuminated signage as an extravagance – and possible targets for would-be enemy bombers -- and fabrication materials were readily sacrificed for the war effort (of course, many young signmakers were serving their country). During the 1970s, oil embargoes and gas-price spikes, some zealous conservationists advocated greatly restricting, if not outlawing, electric-sign use after business hours to conserve electricity. Thankfully, these and another long-ago initiatives, such as en electric-sign ban in Times Square, ultimately failed.

However, signage's increasing vitality and diversity – and generally positive public perception -- carries a double-edged sword. More signage in more retail, civic and environments equates to more energy consumption and more public scrutiny. Although the sign industry represents a Lilliputian to other Gullivers (healthcare, hospitality, retail, etc.) Gulliver, opportunities exist to do our fair share to conserve energy and materials.

Frankly, the sign industry's newfound enthusiasm to adopt such methods currently outpaces its knowledge. There was a telling moment at last January's ST-sponsored Signage and Graphics Summit in Tucson. When an attendee asked a panel of end users about the use of recycled, energy-efficient or sustainable materials, the panel and audience didn't have an answer. Why? Signmakers follow the market. Until very recently, the market largely showed indifference towards such products.