🟨 Ryman: Your Favourite Font Maybe Killing Us
It's not what you write but how you write it...
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Every year, the UK sells over 65 million printer cartridges, and globally, that number reaches almost 1.5 billion. These cartridges, whether laser or toner, contain harmful materials that are not biodegradable. Grey London felt the huge environmental cost of printing, current levels of cartridge recycling and incentives to do so by stores including Ryman weren't solving the problem.
In 2014, Ryman, a stationery retailer in the UK wanted to encourage more people to print sustainably. They did this not just by recycling cartridges, using less paper or printing less. The stationer simply created a new font known as Ryman Eco.
To reduce the impact of printing on the environment, Grey London and Ryman developed an environmentally friendly font the world will really want to print with - Sustainable. Beautiful. Free.
Ryman Eco uses about 33% less ink than common fonts like Arial, Times New Roman, Georgia, and Verdana. It is free to use anywhere in the world for any purpose, just download the font from rymaneco.com. The font was designed by Monotype and Hogarth. When printed at a standard size (10-14 point), Ryman Eco looks like a regular font because of how ink and toner spread.
Ryman noted its love for print, however, it does not like printing what it does to the planet. Recycling alone isn’t enough. That’s why they are asking individuals and businesses, especially those that frequently use print in their daily operations, to download Ryman Eco for free and set it as their default print font. It’s a simple change that could make a big difference.
ICYMI - How To Get Paid To Sleep
Ryman Eco is an example of a Sustainability Marketing Campaign.
If everyone printed with Ryman Eco, we could save over 490 million ink cartridges and almost 15 million barrels of oil. This would reduce CO2 emissions by about 6.5 million tonnes each year.
🍉 Action Points
Understand the problem - Grey London and Ryman recognized the environmental impact of printer cartridges and the inadequacy of existing recycling initiatives. They understood that merely recycling was not enough to address the problem. Brands should conduct thorough research to identify key issues in their industry that resonate with their audience.
Create innovative solutions - Instead of traditional solutions like promoting recycling, Ryman and Grey London developed Ryman Eco, a font that reduces ink usage. This innovative approach solved the problem in a unique and engaging way. Innovation doesn’t always have to mean new products. Think creatively about how you can improve existing processes or materials.
Create accessibility and encourage adoption - Ryman Eco is free to use, making it accessible to anyone globally. Make your solutions accessible to your target audience. Consider offering your innovations at no cost to increase usage and build community around your brand.
🗂 More Stuff on Sustainability Marketing Campaigns
4 ways consumer brands can break up with plastics. It was fun while it lasted but you have to leave now.
Nobody can see it but everybody can feel it. Made to chill but worried about spending a lot of money on electricity.
Sustainability is more than a big leafy green picture. For real results, it needs to be tattooed onto your brand's DNA.
We might have been cooking pasta the wrong way. Imagine saving more money and even the environment while enjoying your favourite dish.
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Great read as always!