An evaluation of sustainability practices in publishing and the nuances of carbon-neutrality

 

An evaluation of sustainability practices in publishing and the nuances of carbon-neutrality

Michael Romano

The publishing industry recognises it is a major contributor to global climate change and is committed to reducing its greenhouse gas emissions by addressing challenges such as costs and disruptions to business, imperfect methods of carbon abatement including carbon offsets, and impracticalities like printing locally. For carbon-neutrality to be sustainable, there is a need for a concerted effort at all stages of the value chain, such that new innovations can be tested and replicated. Early initiatives have been promising, with major publishers setting targets for carbon-neutrality in the coming decades. In Australia, various lessons can be implemented using the synthesization of industry changes and using a proliferation of resources with information for areas of improvement in industry practices. 

This report will explore and evaluate these challenges and analyse future options.

Discussion

The challenge for the Publishing Industry in mitigating its greenhouse gas emissions is compounded by the myriads of operations which comprise its value chain. To achieve zero emissions requires individual, collective and coordinated activity. This is clear when the three classifications or scopes of greenhouse gas emissions used to evaluate a company’s carbon impact are considered, as shown in the table below.

 
Scope 1 Scope 2 Scope 3
Emissions from... Emissions from... Emissions from...

Individual businesses can market themselves as carbon-neutral by offsetting just the Scope 1 and 2 emissions. For example, HarperCollins has claimed carbon-neutrality since 2022 and has set the goal of elimination of Scope 3 emissions by 2050. 

However, achieving Scope 3 emissions is the most problematic for the industry because of the vast amount of greenhouse gases produced in the paper manufacture and printing stages of publishing. This illustrates how the implementation of proper net zero business practices will require radical and widespread change, occurring simultaneously and dependent upon mutual agreements along the entire distribution and supply chain.

Evaluating current plans and initiatives that may be available to Australian publishers

Acquire Australian Carbon Credit Units to offset current emissions

Australian Carbon Credit Units (ACCU) enable businesses to invest in credits that will go toward projects designed to reduce carbon in the atmosphere. The projects supported by carbon credits are evaluated by calculating the reduction in emission levels brought about by the project. These credits are purchased in a good faith attempt to alleviate environmental harm, but the scheme is still in its infancy and the effects are difficult to quantify.

As the principle of carbon credits is an attempt to mitigate harm rather than reduce the harm, there are inherent doubts about their efficacy. They allow businesses to continue next to ordinary operations while taking responsibility for their environmental impact. In reference to an ACCU project it does not look at other scenarios that might have occurred were the project not carried out, which would require significant research and assessment (French 2013). This highlights the difficulty in assessing whether a significant reliance on carbon credits is a worthwhile sustainable practice. This highlights the difficulty in assessing whether a significant reliance on carbon credits is a worthwhile sustainable practice.

An independent review of the Australian Carbon Credit Unit scheme found that overall, it was well designed but could be improved through greater transparency and independent regulation (Chubb et al. 2023, p. iii). They found that restrictions on data sharing go further than required to protect privacy and commercial-in-confidence information, and the process for developing acceptable methods to reduce emissions is inefficient, reducing timely and effective implementation (Chubb et al. 2023, p. vii). This is, unfortunately, an inherent flaw that should not be overly criticised, as there needs to be careful planning, peer reviewing, and adherence to methods supported by clear scientific evidence.

A recent article is heavily critical of the ACCU scheme. It suggests that reforestation projects were undertaken with 27.4 million credits over their study period, with 22.9 million credits issued to projects ‘whose woody cover declined or was stagnant’ (Macintosh et al. 2024, p. 6). The report states that the trends in forest area mirrored fluctuation in comparison areas, from before and after the registration of the project (Macintosh et al. 2024, p. 6). Essentially, there are concerns about the level of carbon abatement that is directly attributable to these projects, which raises the need for further review and careful implementation of future projects.

In summary, the carbon credit scheme attempts to address the climate change issue by doing the least harm to business operations, which makes it imperative that these credits can be trusted to have a measured effect on the reduction of greenhouse gases. Careful planning and regulation are essential for moving forward and investors in carbon credits should be more involved in assessing the results.

Using renewable energy

Those publishing companies that have already achieved carbon-neutrality in their Scope 2 emissions have done so through the complete switch to 100 per cent renewable energy, a trend that will have to continue following the Australian Government’s stated intention to move to renewable sources of energy in the future. Large-scale changes have the biggest impact, although without proper financial incentives, it is difficult to expect businesses to switch to green energy. However, this is the direction that all Australian businesses will eventually head in, and government legislation could help to ease the transition. With the current plan to close Australia’s coal power stations in 2038, there is a need for renewable energy capacity to triple by 2030 and increase sevenfold by 2050 (McConnell 2023). Australia is still developing its capability for renewable energy and is lacking in government policy incentives and a longer-term strategic plan of sustained investment into renewable energy advancements (Li et al. 2019, p. 15). Unfortunately, for now, the higher cost of renewable energy is a poor investment from a fiscal perspective.

Adopting improved freight management practices

A major contributor to excessive freight is the long-established practice of Sell or Return in which excess and unsold stock is returned to the publisher from the seller. The cost and environmental and road surface damage caused by this practice suggests alternates such as Print on Demand must be seriously considered.

Matt O'Brien, Operations Director at United Book Distributors, has indicated UBD that redesigned their shipping cartons in order to reduce empty space in shipping, which would be otherwise wasted. This resulted in shipping 5200 fewer pallets in 2021 than in previous years, resulting in 225 fewer trucks on the road that year (Penguin AU 2022).

Other improvements include a reduction in the use of plastic-based materials for wrapping, as well as the elimination of single-use packaging. Unfortunately, reusable packaging is much less cost effective and requires a move towards a global circular economy to be considered a fair expectation of most businesses as the entire supply chain has developed around single-use packaging (Diprose, et al. 2023, p. 272).

Utilising more efficient means of transport for materials is another potential improvement. In the UK, HarperCollins utilised the railways to save about 172 tonnes of carbon in the transport of 3.2 million books from Europe to the UK in 2022 (Kemp-Habib 2023).

Offsetting every book published

A small independent Australian publisher, Exploring Eden Media, uses profits to offset its environmental impact. For every book they sell, they also plant a tree through a partnership with Eden Reforestation Projects (Exploring Eden Media 2024). This has resulted in 15,000 mangroves being planted across the Indonesian coastline. Trees offset roughly 25 kilograms of carbon per year and these reforestation projects have benefits for the natural, native ecosystems as well. 

The process of Print and Plant is another common and related method among publishers, where a tree is planted to replace the one that has been cut down, however only 50 per cent of these trees are turned into paper, and most are used as fuel for pulping (Done 2022, p. 366).

In a similar vein, the Fremantle Press has pledged to offset its carbon production through the purchase of offsets. For the 2020–21 financial year, Fremantle Press calculated their output to be 40.4 tonnes of carbon dioxide and purchased 41 tonnes of offsets that contribute to the Yarra Yarra Biodiversity Corridor project, a West Australian project with the goal of planting mixed native trees on ex-agricultural land (Horton 2022). The purchase of carbon offsets is a fine solution to establish carbon-neutral businesses, although ideally, a reduction of carbon emissions where possible is better.

Locally printing rather than international shipping

Where possible, printing locally is an ideal solution to reducing carbon emissions that combats other industry problems such as shortages of paper, high cost of shipping (as well as slow shipping) and the rise of energy and timber prices due to the war in Ukraine (Australian Publishers Association 2023).

There are challenges with local printing, including the cost, and the type of paper and inks used (Done 2022, p. 371). Innovations like Print on Demand (POD) are more sustainable, albeit imperfect models for the industry, that have a potential to reduce waste and cost. POD opens up opportunities to reduce or eliminate the need to print speculative stock (Gallagher 2014, p. 244) though in Australia it is more expensive per unit, provides inferior quality and offers less flexibility for design and printing options (Done 2022, p. 376). All of these contribute to a reduction of carbon emissions and support localisation of printing.

Establishing industry information resources

One of the major responsibilities of publishers, that was also acknowledged in the Sustainable Development Goals (SDGs), is the dissemination of information about sustainable business practices, and how innovations can be introduced to reduce emissions and waste. One such resource is the Greener Publishing Guide checklist promoted by the Australian Publishers Association, which highlights five key principles that publishers can adopt to move toward more sustainable business models (APA 2023).

The five practices outlined are: 

  1. greener products, 

  2. a green supply chain, 

  3. better business practices, 

  4. promotion of environmental content, and, 

  5. collaboration on standards and targets. 

The notion of collaboration and sharing this information across the supply chains fulfils a major need for the entire industry, as these shifts towards sustainability are reliant on multiple companies changing modes of operation.

Other small-scale improvements

Setting up sustainable business practices can also create opportunities for new ways of operating that benefit publishers and consumers. For example, damaged books incur a lot of additional transport mileage in the return process creating more emissions, where most of the damaged books are destroyed anyway. Offering stock with minor damage for sale at reduced prices, eliminates an otherwise negative process. 

Booksellers can make use of both compostable and recyclable packaging in shipping, and they can include carbon-neutral shipping options for customers at the checkout stage. A survey of Australian consumers found that 63 per cent would pay extra for a more environmentally friendly delivery service (Manhattan Associates et al. 2020, p. 6). There are delivery services such as Sendle that claim carbon-neutrality through investments in carbon offsets.

Shifting towards carbon-neutral operations by 2030 or 2050

Establishing a plan and a goal date for carbon-neutrality requires a substantial level of planning and financial risk. Fortunately, over the next few years there will be a vast amount of data from the forerunning companies that have made carbon-neutral commitments.

Bertelsmann, Hachette, Macmillan and Bloomsbury have pledged goals to be carbon-neutral by either 2030 or 2050, working in line with the Science Based Target initiative (SBTi), which provides companies pathways to reduce emissions in line with the Paris Agreement goals.

However, carbon-neutral commitments are costly. The above are some of the largest publishers in the world, and the changes made by them are not easily replicated by small to mid-sized companies. Such policies being adopted at the highest level create certain ripples throughout the industry, such as a higher demand for sustainably sourced paper, which is subject to global impacts such as the Forest Stewardship Council (FSC) and Program for the Endorsement of Forest Certification’s (PEFC) sanctions against Russia and Belarus, nullifying the certification of wood from those countries (IPA 2022).

A Case Study: Penguin Random House (PRH)

The SDGs have opened a dialogue to make sustainability a collective responsibility, highlighting the need for transparency and accountability for carbon emissions and publicly available information on the efforts being made. Penguin Random House have been among the leaders in the publishing industry in this regard, by providing a detailed snapshot of their environmental impact and their long-term sustainability goals moving forward.

PRH have set the goal of being climate neutral by 2030, by employing a 50 per cent reduction in Scope 1 and 2 emissions by 2025, followed by a 25 per cent reduction of Scope 3 emissions by 2030, with the remaining emissions being offset in that year. Additionally, there are targets such as only using sustainably sourced paper and switching to 100 per cent renewable energy, which has been achieved.

In 2022, PRH’s carbon footprint accounted for 50,904 tonnes of carbon dioxide emissions. They used carbon offsets to replace a total of 1416 tonnes of carbon dioxide emissions to reduce their actual emissions by 0.25 per cent compared with 2021 and 10 per cent compared to the baseline year of 2018 (PRH 2022, p. 6).

The source of their emissions is as follows:

(PRH 2022, p. 6)

The breakdown of the carbon emissions in the data released by PRH is indicative of the overall problem facing the publishing industry in reaching carbon neutrality, that being the overwhelming percentage of emissions stemming from paper manufacture and printing. These are essential production stages in the industry, but fortunately the remaining 31 per cent could see improvement as new methods are adopted throughout the industry.

Further sustainability action taken by the company includes the goal of replacing single use plastics with sustainable alternatives and localising their supply chain to reduce the amount of inbound international freight.

Limitations and Obstacles

The urgency for climate action is not considered a top priority by many businesses and there is a danger of complacency as operations continue with a business-as-usual attitude. Adverse circumstances such as a paper shortage during the pandemic that led to increases of 15–30 per cent in cost, and limited sustainable choices in other areas further exacerbate this issue (Egan 2023, p. 11).

There is a need for making responsible decisions regarding sourcing paper, and the publishers that have committed to carbon-neutrality have also pledged to use paper that is sustainably sourced.

Forest Stewardship Council (FSC) is a Non-Government Organisation (NGO) that offers trusted certification for responsible and sustainable sourcing of timber that has multiple ethical safeguards. The FSC upholds the standards of zero deforestation, protection of ancient and endangered forests, fair wage and work environment, biodiversity preservation and community rights, including those of Indigenous Peoples (FSC 2024). It is vital that there is a conscious effort to reduce harm in sourcing paper for the publishing industry.

As a word of caution. There has been criticism of the FSC that alleges they validate products linked to deforestation among other offences they purport to be opposed to. Analysis found that 48 auditing firms had approved certification of foresting companies that ‘had been charged with such violations as logging in Indigenous forestland and protected reserves, using false permits, and importing illegally harvested timber’ (Alecci 2023). While the FSC is held in some esteem it is difficult to police sustainable sourcing globally from countries with differing levels of regulation should be a point of consideration.

This only serves to highlight the difficulty in introducing industry-wide standards, and the need for a greater emphasis on how decisions made impact people and the environment at different levels.

Conclusion

The actions already being undertaken are indicative of the potential for major positive change and reduction of emissions. Although there are many improvements that can be made in the publishing industry to reduce carbon emissions there is no way at present to produce 100 per cent carbon-neutral paper products without innovations and solutions at all points in the supply and distribution chain.

Government legislation could help to expedite a move towards net zero. Hopefully, we will continue to see more government legislation and incentives to accelerate movement towards affordable renewable energy and more accessible alternatives to business methods that contribute to waste, however there is hesitancy to impose changes due to problems of competing priorities and economic pressures.

The greatest tool that the publishing industry has is the ability to share and promote ideas about sustainability, and it is promising to see that this issue is being addressed with a great deal of responsibility. It is possible that in the coming decades some solutions may arise to address the seemingly insurmountable problems, but for now, the bulk of efforts should concentrate on replicating and enhancing the types of actions highlighted in this report.

Pull quote

 

Michael Romano (he/him) is an admirer of great storytelling who occasionally writes things down. He is currently undertaking a master’s degree in writing and publishing at RMIT.

 
 
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