Trend-Reading: The Resurrection Of Sustainability

Before lockdown, Sir David Attenborough, Greta Thunberg and Extinction Rebellion were on everyone’s lips with the plastic contamination of the earth’s oceans and the pollution of the planet at large bringing environmental issues to front of mind, and with it a rise in the public’s passion for less consumer waste as well as recyclable/sustainable products and packaging. 

Paradoxically, while plastic has been something of a saviour in the Covid-19 crisis, being the substrate of choice for much of the PPE equipment, conversely the minimisation of travel (by plane and car), inherent noise reduction as well as the public’s increased imposed ‘home’ time to appreciate nature’s less polluted beauty has also reinforced the importance to care for our world. And so a trend that was already in ascendance is once again set to blossom.

Above: A gorgeous bee design from Seedlings Cards & Gifts – with wildflower seeds and packaged with 100% responsively sourced pine cellulose made in the UK.
Above: A gorgeous bee design from Seedlings Cards & Gifts – with wildflower seeds and packaged with 100% responsively sourced pine cellulose made in the UK.

Already pushing the ‘eco card/envelope’ with recycled coffee cup board, recycled post-consumer waste or elephant dung paper, often created and powered using 100% renewable energy, inventive card publishers are also embracing nakedness (or partially covering with a label clasp), applying biodegradable glitter and plant-based glue, using less packaging and aiming for a sustainable business. However, these green greeting card warriors are creating stunning contemporary, bold and colourful designs that often use the recycled and recyclable textured eco board with its raw look to add interest and tactility.

Above: The board and envelope in Kate Leamon’s From Cup To Card range are made from disposable coffee cups.
Above: The board and envelope in Kate Leamon’s From Cup To Card range are made from disposable coffee cups.
Above: Summerlane Studio uses elephant dung, seeded and normal recycled card for its greeting cards. Its studio is also powered by 100% renewable energy and in collaboration with the World Land Trust, £1 from every print sold goes to planting trees in Borneo.
Above: Summerlane Studio uses elephant dung, seeded and normal recycled card for its greeting cards. Its studio is also powered by 100% renewable energy and in collaboration with the World Land Trust, £1 from every print sold goes to planting trees in Borneo.
Above: A design from The Eco-friendly Card Company’s British Wildlife Collection by Rachel Toll. The publisher is a CarbonZero (tm) company and its alcohol-free waterless print technology is powered by green energy.
Above: A design from The Eco-friendly Card Company’s British Wildlife Collection by Rachel Toll. The publisher is a CarbonZero ™ company and its alcohol-free waterless print technology is powered by green energy.
Above: 1 Tree Cards’ designs are 100% recycled and each card sale plants a tree through its partner charity and includes a flower seed token to help feed bees.
Above: 1 Tree Cards’ designs are 100% recycled and each card sale plants a tree through its partner charity and includes a flower seed token to help feed bees.
Above: A Wendy Jones-Blackett Evergreen eco-luxury range of hand-finished designs uses recycled materials, biodegradable glitter and a special homemade plant-based glue.
Above: A Wendy Jones-Blackett Evergreen eco-luxury range of hand-finished designs uses recycled materials, biodegradable glitter and a special homemade plant-based glue.

Publisher Opinion…

Sarah Jackson, director of greeting card publisher Stormy Knight shares her view on why the environmental trend is…fully sustainable post-Covid-19.

“Our first ever range of cards was printed on 100% recycled board and it’s always been popular and part of the Stormy Knight brand, however I think the general public are much more engaged with the eco-credentials of what they are buying now than they have been previously thanks to the media attention green issues have received over the last couple of years.

Our stockists that have embraced the Kard-Klasp trend have received so many compliments from their customers who are really pleased to see changes being made to reduce waste and be environmentally-conscious, and we thought we’d explore this further with our latest range. Our ‘Rubbish cards’ are printed on 100% recycled post-consumer waste and, whilst addressing what has become a very serious issue, also bring some fun to the table with their humorous take on what makes them so ‘rubbish’!”

Above: Stormy Knight’s Rubbish cards are printed on board from 100% post-consumer waste.
Above: Stormy Knight’s Rubbish cards are printed on board from 100% post-consumer waste.

Top: A portion of a 1 Tree Cards’ design.

 

MORE NEWS
REtail barometer Feature image
 
Annual survey into health of independent greetings retail sector now live...
Moonpig RM Feature image
 
Online greetings giant still upbeat, claiming 16% of card sales now online...
LF handouts feature image
 
59 charity projects helped thanks to efforts by greetings, gift and licensing community...
Ponks win Feature image
 
Stevenage indie Cardies crowned most dog-friendly shop for third time...
Viewpoints pricing 1 Feature image
 
Price increase insights from Noel Tatt, House of Cards, and Woodmansterne Publications...
SF Trends Feature image
 
It’s all bright as Spring Fair and TrendBible release report for Christmas 2023...
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.