SUSTAINABILITY. Report

Transcription

1 2010 SUSTAINABILITY Report

2 About YELLOW PAGES ASSOCIATION Originally founded in 1975 as the National Yellow Pages Service Association (NYPSA), the Yellow Pages Association (YPA ) is the largest trade organization of a print and digital media industry valued at more than $30 billion worldwide. Association members include Yellow Pages publishers, who produce products that account for almost 95 percent of the Yellow Pages revenue generated in the U.S. and Canada. Members also include the industry s international, national and local sales forces, certified marketing representatives (CMRs) and associate members, a group of industry stakeholders that include Yellow Pages advertisers, vendors and suppliers. The Association has members in 33 countries. The Yellow Pages Integrated Media Association is a Delaware not-for-profit corporation, dba Yellow Pages Association. Table of Contents 2 Letter from the President 3 Summary 4 Leadership 5 Accountability 6 Responsibility 9 Progress IBC 2010 Vision This annual sustainability report covers fiscal years 2008 and 2009, unless otherwise noted. Any references to dollar amounts are to U.S. dollars. Information in this document is subject to change without notice Yellow Pages Association, Inc. All rights reserved. Printed responsibly in the USA.

3 Our First SUSTAINABILITY REPORT The mission of the Yellow Pages Association is to lead, serve, grow and advocate for the Yellow Pages industry. To that end, we have committed to taking a leadership position in guiding our members to integrate responsible, innovative and sustainable business practices that benefit a triple bottom line of people, planet and profit. In our first annual sustainability report, we present our environmental impact, commitment and goals. While the economic challenges of 2008 and 2009 presented the industry with unprecedented financial challenges, we believe in the business viability of sustainability within our industry. In the coming year, we will continue to work with our members to realize the business opportunity embedded in sustainability and provide them with the tools and information necessary to deepen their commitment to sustainable business practices. We want to hear your feedback. Each year, the Yellow Pages Association will strive to improve the quality of the information in our sustainability report. The feedback we receive from our readers helps us to further improve and enhance the quality of our report. Please us your comments to: yellowisgreen@ypassociation.org 1

4 For more than a decade, the Yellow Pages industry has worked to reduce its ecological footprint and deliver products that are more environmentally friendly. We have transformed our business, today delivering a diverse set of local search tools that increasingly rely on digital and mobile technologies to provide local shopping information to consumers who need it. Despite this change, Yellow Pages print directories remain a key part of our business and a widely used tool to connect buyers and sellers. In fact, in 2009 alone, print Yellow Pages received 12 billion references. As long as consumers continue to use print directories and our clients see value being represented in them, we will continue to offer that service but we must be committed to doing so responsibly and with high regard for the communities in which we live and work. In our industry s first sustainability report, we assess our impact, evaluate solutions and renew our commitment to adopting sustainable business practices that conserve natural resources, support local communities and protect our legacy. I am extremely proud of the work that the Yellow Pages Association and our members have done to translate this commitment into action. You can see it when you look throughout the life cycle of a printed Yellow Pages directory from the use of wood scraps and other wood byproducts to eliminate the need to cut trees, to the paper mills that now produce renewable energy on site, to our printers using eco-friendly inks and recycled paper, to our publishers who have adopted Consumer Choice programs to ensure delivery of directories only to people who want them. As an industry, we continue to feel strongly that there is no value in delivering a printed directory to someone who doesn t want one. Of course, the release of this report does not put to rest our need to continue to innovate and change. We remain dedicated to embracing new technologies and approaches that support the triple bottom line people, planet and profit for generations to come. Neg Norton President 2

5 SUMMARY This sustainability report begins with a look at the Life Cycle Assessment (LCA), concluded April 2010, that indicates which areas are important in the current life cycle of a telephone directory from production to delivery to consumer usage to end-of-life management. The first section of this report outlines the environmental guidelines as set forth by YPA and the Association of Directory Publishers (ADP). The report then describes how the industry sources directory paper. The third section examines some improvements the industry has made in its waste reduction efforts, limiting or eliminating harmful substances, and clever new products made from directories that are diverted from the landfill. Next are highlights of some members innovative solutions to resource reduction strategies, creative recycling programs and responsible operations. The report closes with the vision and goals for 2010 and beyond. 3

6 Leadership A PATH FORWARD In 2007, YPA, in collaboration with ADP, met with national environmental organizations and government agencies to understand how the directory industry could develop guidelines to help publishers reduce their carbon footprint. Logo for publishers adhering to the Industry Environmental Guidelines The Industry Environmental Guidelines cover three main areas: Resource Reduction The guidelines outline recommendations such as using software programs to expand a page s margin and cut back on the number of pages used. It also encourages publishers to make it simple for consumers to stop delivery of the print directory if they prefer not to receive one or to receive it in a digital format. Environmental Manufacturing Practices Publishers are encouraged to use recycled materials and non-toxic inks, dyes, and glues to make production more environmentally friendly. Recycling Since recycling programs are developed and run locally, publishers are encouraged to work with their local communities to tailor a recycling plan that meets the needs of the communities they serve and to let people know about recycling programs available to them. Seal of Approval In exchange for adhering to the Environmental Guidelines, publishers are granted permission to display the Yellow Pages Industry Environmental Seal showing that they engage in environmentally friendly practices. 4

7 Accountability UNDERSTANDING OUR IMPACT Assessing Life Cycle Impact The total environmental impact from printed directories is included within the cradle-to-grave Life Cycle Assessment (LCA) conducted in 2010 by the National Council for Air and Stream Improvement (NCASI), and on behalf of the American Forest and Paper Association. Early released LCA data identifies three primary areas of impact for telephone directories: 1) Paper production: water consumption although 90 percent of the amount of water withdrawn from surface or groundwater is returned to those sources and air impacts from on-site power generation. 2) Printing and directory production: mostly due to energy consumption. 3) End of life management: waste paper landfill leachate (primary impact), burning waste for energy recovery, and directories entering landfills. 1 YPA participated in the study and will refer to the LCA data when making future recommendations as to how its members can decrease their environmental impact. Sourcing Renewable Materials Yellow Pages publishers use directory paper that contains recycled content. In addition to recycled paper pulp, this type of paper contains fiber primarily derived from residual chips, a by-product of sawmills left after logs are converted to lumber. That is, the chips become paper pulp instead of going into landfills or being burned. It is not necessary to use new trees to produce Yellow Pages. In addition, the forests supplying wood can be assumed to be sustainably managed because of the extensive use of forest management practices in the U.S. and Canada, where directory paper is produced. 2 1 National Council for Air and Stream Improvement, Inc. (NCASI) Life Cycle Assessment of North American Printing and Writing Paper Products. Unpublished Report. Research Triangle Park, NC: National Council for Air and Stream Improvement, Inc. 2 Ibid. 5

8 Responsibility MAKING PROGRESS 1,117 1,116 1, DIRECTORY MARKET CONDITIONS North America Directory Demand (000 s of tons) North America Directory Demand (Y-O-Y Change) 1, % -0.1% -0.8% 5% % -5% -15% Source: PPPC Flash Report and Catalyst 118 Feb % YTD Feb-10 YTD -25% -35% Conserving Natural Resources The demand for directory paper has declined 29 percent since 2006, which is due to publishers reducing the size of directories, using more efficient pagination systems, rolling out Consumer Choice programs, and changes in overall marketplace conditions. Additionally, publishers have switched to a lighter-weight paper to reduce overall weight and conserve resources throughout the product life cycle. Limiting Harmful Substances Due to more than a decade of collaboration between Yellow Pages publishers and printers, directory components now include soy-based rather than petroleum-based inks, and use nontoxic dyes that pose little threat to soil or groundwater supplies. Adhesives used in the binding process have also been designed to be eco-friendly and nontoxic. 6

9 Reducing Waste Stream YPA and its members strongly support Consumer Choice programs, which give consumers the choice as to the number of directories they receive or none at all. To increase public awareness, many Yellow Pages publishers have placed Consumer Choice information on the front covers of the directories and the Industry-run Web site, a one-stop consumer Web site listing the opt-out information for publishers nationwide. In 2010, YPA will work with government agencies to get Consumer Choice program information posted on Web sites reaching hundreds of thousands of people in all 50 states. 3.5% NONDURABLE PRODUCTS GENERATED IN THE MUNICIPAL WASTE STREAM 2.4% 2.2% 2.1% 1.9% NEWSPAPERS OFFICE TYPE PAPERS STANDARD MAIL OTHER COMMERCIAL PRINTING OTHER NONPACKING PAPER 1.5% 1.4% DISPOSABLE DIAPERS TISSUE PAPER & TOWELS 0.8% MAGAZINES 0.3% Source: Municipal Solid Waste in the United States, 2008 Facts and Figures, U.S. Environmental Protection Agency Compared to other types of durable goods, telephone directories represent a very small percentage of the municipal waste stream. 7

10 Responsibility MAKING PROGRESS Recycling Yellow Pages publishers have partnerships with local, state and national recycling organizations dedicated to providing consumers with locally relevant recycling information and promoting the recycling of old directories. Up-cycling Post-consumer material is generated by households or by commercial, industrial and institutional facilities in their role as end-users of a product that can no longer be used for its intended purpose. Partnerships between publishers and companies like Green Fiber, that purchase old directories and up-cycle them into new, useful products like coffee cup trays, egg cartons, cereal boxes and cellulose insulation, allows for a less energy-intensive production process than using virgin fiber, and prevents the release of carbon dioxide that may otherwise occur in landfills. Digital Innovations Publishers are taking a multiplatform approach, giving advertisers and consumers integrated search solutions that span print directories, Internet Yellow Pages, mobile apps, social media tools, and search engine marketing and optimization services. 8

11 Progress MEMBER HIGHLIGHTS Member companies are making strides toward more sustainable business practices. Following are examples of some of these efforts. A paper company with an annual production capacity of 2.5 million tons, Catalyst has long engaged with its suppliers to advance and verify sustainable forest management, and has developed extensive recycled production capacity. In addition,catalyst has achieved sector-leading carbon and energy management that reduces the environmental footprint of its production, and has enabled it to provide manufactured carbon-neutral products. During 2009, Catalyst was named: One of the 50 Best Corporate Citizens in Canada, by Corporate Knights magazine One of the 50 Most Socially Responsible Corporations in Canada, by Jantzi Research and Maclean s magazine A Climate Disclosure Leader in the Carbon Disclosure Project, by the Conference Board of Canada A top-ranked company in aboriginal relations (second in forest products sector), by Corporate Knights magazine Catalyst also remained on the Jantzi Social Index, made up of 60 Canadian companies that pass a set of broad-based environmental, social and governance rating criteria Dex One is the proud leader in offering consumers a choice regarding the number of directories they want delivered with the company s Select Your Dex program. In 2007, Dex One formed a team that ultimately created the Consumer Choice program, and they launched it in May 2008 with dedicated phone lines and an interactive Web site, or The Select Your Dex program was an addition to the company s long-standing recycling program, which is also supported by a Web site page that helps consumers locate local recycling information based on ZIP code. Dex One diligently promotes the company s commitment to Consumer Choice through a number of platforms. Each printed directory contains information on the cover to promote recycling and Select Your Dex. Dex One also issues news releases to the media in major metro markets to promote use of Select Your Dex options prior to the next Dex printed directory delivery cycle in the region. Order customization, along with strict forecasting methods, help ensure the quantity of directories printed is as close as possible to the demand for directories in any given market and has netted a reduction in directory stock paper of over 89 million pounds utilized in 2009 as compared to

12 Progress MEMBER HIGHLIGHTS From implementing internal initiatives to reducing paper and power consumption; partnering with suppliers who meet stringent sustainable standards; to reviewing every aspect of the production and distribution processes of its products and services, Yellowbook s sustainability efforts are continuous and far-reaching. As example of its environmental commitment, in 2009 Yellowbook began to convert and roll-out smaller, consumer-tested and approved directories. The benefits of these smaller eco-friendly directories are numerous, reducing resources used through every part of the production and distribution cycle. Yellowbook s eco-friendly directories decrease the amount of paper used on average by 29%, generate less waste in the production process, and are lighter, requiring less fuel - and fewer trucks - to transport and distribute, reducing carbon emissions in the process. SuperMedia was one of the first publishers to sign the Yellow Pages Association and Association of Directory Publishers Joint Environmental Guidelines, which underscores their commitment to environmental responsibility. The books are printed on paper containing up to 40 percent post-consumer recycled fiber and, when available, the remaining paper content comes from wood chips and pulp - waste products of the lumber industry. SuperMedia provides directories on CD-ROM to large business customers and uses computerized systems that use directory page space more efficiently to reduce paper consumption. SuperMedia knows it doesn t make sense to deliver Yellow Pages directories that are unwanted. That is why they were the first to clearly promote Consumer Choice on their directory covers and on the Table of Contents/Emergency Numbers page of directories. In addition, SuperMedia has developed an easy online opt-out form at SuperMedia provides the opt-out information to delivery vendors who are held accountable for delivering directories only to those consumers who want them. In addition, SuperMedia continues to work closely with its vendors to ensure directories will not intentionally be delivered to empty houses or abandoned buildings. 10

13 RR Donnelley focuses on four categories within sustainability, each with its own objectives. Resource efficiency: RR Donnelley has joined the U.S. Environmental Protection Agency (EPA) SmartWay Transport Partnership and has entered the program with the highest score available. The SmartWay program is a voluntary partnership between the EPA and the freight industry intended to increase energy efficiency while considerably trimming down greenhouse gas emissions and air pollution. Waste minimization: RR Donnelley has partnered with an ink reclaiming vendor to re-process used coldset ink from the Directory plants into reusable black ink that is being utilized in Greeley, CO. They have processed in excess of 500,000 lbs from August 2009 to March Green procurement: RR Donnelley has earned Forest Stewardship Council (FSC) Chain-of-Custody (CoC) certification at over 120 locations in the U.S., Canada, Mexico, Asia, South America and Europe. The company also has over 50 Sustainable Forestry Initiative (SFI) / Programme for the Endorsement of Forestry Certification (PEFC) chain of custody (COC) sites certified to date. Stewardship: As a measure of their success, RR Donnelley has been recognized by Corporate Responsibility Magazine as one of the 10 Best Corporate Citizens in its Media category. Responding to nationwide changes in residential White Pages functionality and consumer search habits of residential listings, AT&T launched its Residential Consumer Choice White Pages program in The program requires anyone who wants to receive residential White Pages to request delivery. The bottom line: an examination of their traditional business model of a product offering resulted in the conservation of 22 million pounds of paper in fifteen urban markets. 11

14 Progress MEMBER HIGHLIGHTS Yellow Pages Group (YPG) is committed to a 12-step action plan to improve the company s environmental performance over the next two years. The initiative promotes responsible production and distribution of its print directories, energy efficiency and recycling measures in YPG offices across Canada, green commuting solutions for YPG employees, etc. In 2009, YPG launched the ecoguide, an environmental section found at the front of every Yellow Pages directory, to help Canadians live more eco-responsibly. The ecoguide includes tips to help Canadians dispose of more than 400 household items, a comprehensive list of environmental certifications to help them make informed purchase decisions, and a list of 15 simple actions to reduce their household s ecological footprint. The ecoguide was developed in collaboration with a number of leading environmental organizations and with the contribution of municipalities and local recycling councils. The ecoguide won Silver at the Ontario Waste Minimization Communications Awards. In addition to its company-wide Think Yellow, Go Green program to encourage directory recycling, Berry has deployed an innovative recycling program in Hawaii that has collected and repurposed more than 150 tons of directories in a market where environmental sensitivity is especially acute. Over the last two years Berry has worked with local schools, residents and community organizations to collect used directories and convert them into oil-absorbent materials used to manufacture consumer goods including oil-disposal boxes and garden mulch. The program solves a key goal of keeping recycled materials within the islands, rather than shipping them off as waste products. The recycling program demonstrates how it s possible to build and sustain relationships with a diverse range of community participants in service of a shared goal. Enlisting public schools in a contest for directory collection and recycling helped to spark a surge of community interest in recycling, and working with area malls in association with a non-profit organization allowed Berry to energize collection efforts in a consumer-friendly manner. Berry also makes available to area residents Yellow Pages Your Way, the company s Consumer Choice program. 12

15 VISION, GOALS FOR 2010 AND BEYOND Expanding YellowIsGreen.com to include useful information for the general public and YPA members. Engaging sustainability experts to provide the industry with cutting edge information and resources. Improving nationwide recovery rate of directories by working with the EPA and its partners. Increasing communications efforts of Consumer Choice programs. Seeking out new and expanding existing partnerships with environmental organizations. Exploring the business viability of sustainability in the industry and identify opportunities for improvement, innovation and leadership.

16 This report is printed on 30 percent post-consumer content. U.V. printing technology was used in the creation of the report, producing no de-gassing or VOC s. For more information, contact: Yellow Pages Association Connell Corporate Park 400 Connell Drive, Suite 1100 Berkeley Heights, NJ (908) ypassociation.org yellowisgreen.com yellowpagesoptout.com insideyp.com