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(September 2007) posted on Tue Sep 04, 2007

Using greener materials and methods in your shop could become a priority.

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 – 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 an electric-sign ban in Times Square, ultimately failed.

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

Frankly, the sign industry’s newfound enthusiasm to adopt such methods currently outpaces its knowledge. A telling moment occurred last January at ST Media Group’s 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.

However, that’s changing. Whether a client has made a proactive decision to reduce his environmental footprint, must meet tightening environmental regulations or simply wishes to boost the company’s image to gain a competitive edge, demand continues to grow for such new-generation signage.