Paper Matters Podcast

About This Episode: In a world where digital fatigue is a common concern, print and paper may be more powerful than ever. In this Paper Matter Podcast, we’ll chat with Nichole Tully, Advisor of Marketing Communications at Canon Solutions America, about how the marketplace is changing, why print appeals to a variety of generations, and how data and personalization can create new opportunities for marketers to reach their target audiences. You Don’t Want to Miss: • Post-COVID communication and marketplace trends • The impact of an omni-channel approach, and how to customize to reach millennials, Gen Z and other generations with print • How one marketer is using direct mail to reach customers with abandoned carts Quotes From This Episode: “There is a misconception that you can only reach millennials and Gen Z through digital channels. But the reality is, printed communications actually resonate pretty strongly with these generations—especially direct mail. However, print needs to be done in a way that is specific to the audience, and appeals to the characteristics of their generation.” “When the pandemic hit, all of a sudden, people were home constantly. They were on their computers and devices, and streaming things on TV. Now, people are sick of their devices more than ever—plus, home became a rich place for direct mail to reach its target market. While digital is not going anywhere, there is a growing opportunity for print, especially in the market of books, promotional direct mail, magazines, catalogs, point of purchase, and packaging.” “The average lifespan of a Twitter post is 20 minutes. For an e-mail, it’s a shocking 18 seconds. So if want your message to be seen, and you’re using those channels, you need to constantly feed your pipeline. Compare this to a direct mail piece, which has an average lifespan of about 17 days. It also has a physical presence. You look at it, hold it, and spend more time with it than just hitting delete or scrolling on a social media platform.” “Your mailbox is far less competitive, and far less oversaturated, then your email inbox or your social media feed. It's a really great place for a brand to stand out.” Resources: Learn more about Canon Solutions America. pps.csa.canon.com Learn more about Direct Mail Trends Paper.domtar.com/blog

About This Episode: After years of working in an office, going remote can be a challenge—but it can also be an opportunity to boost productivity, enhance work/life balance, and create a happier, more satisfied workforce. For anyone looking to improve their remote work game, or get tips for managing remote teams, “Sorry I was on Mute” is an excellent resource. An informative blog built for remote team members and managers, it tackles a variety of topics to make remote work more successful. In this episode, we speak with Aakash Gupta, Founder of Sorry I Was on Mute, about how to set yourself (and others) up for success, stay productive, communicate effectively, and enhance your personal brand within a remote work environment. You Don’t Want to Miss: • Benefits of working remotely—for workers and employers • Tips for managing remote workers and building an effective remote work culture • How to keep your staff connected when working remotely • Overcoming communication challenges and measuring the effectiveness of your remote team Quotes From This Episode: “Remote work had a bit of a stigma pre-pandemic. The norm was to have all your staff in the same place, so remote team members were seen more as part-time elements. Remote workers faced problems like fragmented communication, loneliness and a lack of team integration. Many of these issues are being addressed much better now that remote working has become the norm.” Resources: * Visit the Sorry, I Was On Mute [http://www.sorryonmute.com/] Blog to learn more about Aakash Gupta, his team and tips on remote work. * The blog includes: Ideas for Remote Team Managers [https://www.sorryonmute.com/category/remote-team-management/] * As well as: Resources for Remote Workers [https://www.sorryonmute.com/category/working-from-home/]

Sustainable print practices is not a term you hear very often or the fact that a commercial printer has created a Carbon Neutral Printing Program. Hemlock printers is not your everyday print provider. They have a mission rooted in innovation and providing sustainable print options while providing the lowest environmental footprint. Sustainability is integrated into all parts of their business and they even have a dedicated Sustainability Specialist on staff. Join us as we talk to Richard Kouwenhoven, President & COO and Amanda Chor, Sustainability Specialist at Hemlock. You Don’t Want to Miss: * Sustainability as a competitive differentiator and business builder. * How Hemlock created a Carbon Neutral Printing Program * How sustainable print operations work hand in hand with social purpose and the health of our planet. * The importance of partnerships in building a sustainability strategy. Quotes from this Episode: “We see kind of a new category of client emerging which are, which you wouldn't have a suspect would be buying a lot of print because there's so technology and online focus, but they're using print, to communicate their brand value through curated messages. They’ve chosen print because they want to tailor a message that is going to be a high impact. Those kinds of pieces definitely instill a lot of pride among the staff, because we're attracting big names in the in the business world. And they're, they're choosing us to do the work. Our reputation as a sustainability leader is kind of helping us win that business.” – Richard Kouwenhoven, President & COO “A tip that I would probably share is taking a look and researching external frameworks to assist any business in creating more of a sustainability focus. An example that I would like to go over would probably be the United Nations Sustainable Development Goals. These have really helped guide our sustainability strategy moving forward. And I think it would also help other businesses.” – Amanda Chor, Sustainability Specialist Resources: * Visit Hemlock [https://www.hemlock.com/] * Learn about the United National Sustainable Development Goals [https://sdgs.un.org/] * Learn more at Sustainability at Domtar [https://www.domtar.com/en/how-we-work/sustainability-domtar] * Visit paper.domtar.com [https://paper.domtar.com/] for our blog, request print promotions and much more. * Follow us on Facebook [https://www.facebook.com/domtarpaper], Instagram, [https://www.instagram.com/domtar_paper/?hl=en] LinkedIn [https://www.linkedin.com/showcase/domtarpaper/] or Twitter [https://twitter.com/domtarpaper?lang=en]

The very nature of sustainability is complex and continuously evolving. That’s why it’s so important to have an advocate like the Rainforest Alliance, an international non-profit organization at the intersection of business, agriculture, and forests, to make responsible business the new normal. In this episode, we speak to Samantha Morrissey, Sector Lead, Forest Products for the Rainforest Alliance. Listen as she provides actionable advice on what individuals and businesses can do to make more environmentally responsible decisions. We explore sustainable practices and how sustainability is more than just environmental issues. You Don’t Want to Miss: * How the pandemic has affected sustainability * The Rainforest Alliance’s holistic approach to sustainability and making responsible business the new normal. * The human and the environmental aspects of deforestation and climate change. * How small everyday purchasing decisions can lead to bigger change. * How consumer demand drives sustainability in business and supply chains. * Misconceptions about sustainability * Generational differences and attitudes towards sustainability. Quotes from this Episode: “We recognize that sustainability is a progression of learning and continuous improvement and that through these alliances that we form, we must investigate and understand and work together to address the root causes of the unsustainable practices. This will lead us to a world where we all thrive together. -Samantha Morrissey, Sector Lead, Forest Products, Rainforest Alliance “I think the pandemic has really exposed the vulnerable vulnerabilities of our just in time globalized supply chains, which have historically prioritized timing cost over sustainability and resilience.” -Samantha Morrissey, Sector Lead, Forest Products, Rainforest Alliance Resources: * Visit Rainforest Alliance [https://www.rainforest-alliance.org/signups/stop-amazon-destruction?s_src=MDSVX&s_subsrc=21vmmembfblgn&gclid=Cj0KCQjwyN-DBhCDARIsAFOELTk6XynFn_e_A1WuacE21vfzj_W2S3Z4eG7O8sMb-TI5gc59cYklPPIaAuy1EALw_wcB] * Learn more about PreventingFuturePandemics.org [https://www.preventingfuturepandemics.org/] * Learn more at Sustainability at Domtar [https://www.domtar.com/en/how-we-work/sustainability-domtar] * Visit paper.domtar.com [https://paper.domtar.com/] for our blog, request print promotions and much more. * Follow us on Facebook [https://www.facebook.com/domtarpaper], Instagram, [https://www.instagram.com/domtar_paper/?hl=en] LinkedIn [https://www.linkedin.com/showcase/domtarpaper/] or Twitter [https://twitter.com/domtarpaper?lang=en]

We’ve heard words like eco-friendly, sustainability, greenwashing, carbon neutral and many more. What do these words really mean? Consumers are becoming much more focused around what products they buy, how it’s sustainably made and the reputation of the company that makes it. In this episode, We speak to Paige Goff, VP of Sustainability at Domtar, and explore sustainability buzzwords’ true meaning. Learn how not to fall prey to greenwashing messages and dig deeper into how to make sustainable choices. You Don’t Want to Miss: * How and why do companies exaggerate their sustainability practices? * Bogus sustainability buzzwords versus beneficial buzzwords * The real reason why a paper company is focused on sustainability. * The value of third party certification and why it’s important. * Beyond sustainability Quotes from this Episode: “A lot of companies say, ‘go green and don't use paper because it's good for the environment,’ when in fact, what they're really saying is it's going to be cheaper for us. We all need to cut costs and make sure that we're viable for the next day forward. The main thing is that you just need to be honest about it and that the reason why you want to use less paper may not necessarily be because it's good for the environment. It's more because you're trying to save money.” -Paige Goff, VP of Sustainability, Domtar Paper “A lot of people use logos that they've created on their own, which doesn't mean anything and makes you feel like it might be third-party verified. This is misleading. 100% sustainable sounds good but there's no regulation around some of these words. If you don't have a definition or description, why are you 100% sustainable? -Paige Goff, VP of Sustainability, Domtar Paper Resources: * Visit Sourcewatch.org [https://www.sourcewatch.org/index.php/Greenwashing] * Visit Two Sides [https://twosidesna.org/] * Learn more at Sustainability at Domtar [https://www.domtar.com/en/how-we-work/sustainability-domtar] * Visit paper.domtar.com [https://paper.domtar.com/] for our blog, request print promotions and much more * Follow us on Facebook [https://www.facebook.com/domtarpaper], Instagram, [https://www.instagram.com/domtar_paper/?hl=en] LinkedIn [https://www.linkedin.com/showcase/domtarpaper/] or Twitter [https://twitter.com/domtarpaper?lang=en]