Sappi Europe champions paper initiatives across key markets

Across Europe, Sappi is supporting initiatives that showcase paper’s enduring relevance in today’s increasingly digital world. By partnering with industry organisations and educational institutions, Sappi is actively working to address misconceptions about paper, highlight its environmental credentials, and ensure its place in modern communication strategies.

Print’s Powerful Future

For the first time in France, Sappi and a collective of graphic industry players have joined forces with the GMI (Groupement des métiers de l’Impression et de la Communication) to launch a national campaign to promote paper and print. The aim of this campaign, targeting the general public, is to highlight the value of paper. Four campaign visuals tackling misconceptions head-on have been developed, covering the four most common stereotypes about paper, deforestation, recyclability, and understanding. The campaign uses a paper superhero to spread the word through a 360° campaign. These visuals have also been relayed on social media, targeting especially young people, who are non-paper native audiences, demonstrating paper’s vital role in a sustainable future.

The “OrigAMA la carta” campaign in Italy represents another key educational initiative, reaching over 1,000 students across 15 schools and universities. Led by a coalition of paper industry, printing, and graphic arts associations, this project challenges students to develop creative campaigns promoting paper’s environmental credentials. Sappi contributes through both manpower and expertise, helping to guide the project’s direction and development. The initiative has produced impressive results, with over 400 students participating in the design competitions and a winning campaign that was implemented across multiple channels including metro posters, newsstand displays, and social media. The campaign creatively uses origami animals to convey how the paper industry protects forests, with the Italian message “Chi vive del bosco, lo protegge! Così fa anche la carta.” Those who depend on the forest protect it. Paper does too.

Meanwhile, in the German market, Sappi proudly supports the WE.LOVE.PRINT initiative, a movement dedicated to strengthening the print industry and positioning it within omnichannel communication frameworks. The initiative educates society about the values of print and sustainability while providing training opportunities in the graphic arts industry. Sappi contributes by funding the partnership annually and by providing premium papers for WE.LOVE.PRINT magazines and promotional materials. The platform invites print enthusiasts from the entire spectrum of the industry to participate. Communication about the range of print services naturally also addresses society. After all, print is not an industry topic, but an integral part of social life. Sappi actively promotes this integrative approach via its newsletters and social media channels. This support helps to ensure that printed communication remains relevant, innovative and responsible in modern marketing strategies.

Shaping a Sustainable Future

“In a world facing urgent environmental challenges, the paper industry stands as a model of transformation,” says Flavio Froehli, VP of Sales and Marketing at Sappi Europe. “These initiatives demonstrate how our sector has evolved beyond simply producing paper to driving genuine environmental change. We’re achieving measurable reductions in carbon emissions, leading in circular economy practices, and educating future generations about sustainable communication choices. It’s about showcasing how an industry can adapt and thrive while meeting crucial sustainability goals.”

Looking Ahead

Through these combined initiatives, Sappi strengthens the foundation for paper’s future as a renewable and sustainable medium. As the industry continues to innovate in production methods and circular economy practices, it sets new standards for environmental responsibility in manufacturing.