Status of sustainable printing in the OOH Industry: Challenges and pathways forward

The adoption of sustainable practices in the Out-of-Home (OOH) advertising industry has long been a topic of concern, yet progress remains alarmingly slow. Despite heightened awareness over the past decade, efforts to incorporate sustainable solutions have largely faltered, leaving the industry grappling with significant environmental challenges.

Santosh Nair, Director Kromodyne (KDS), succinctly captures the state of affairs: “The status of sustainable printing in the OOH space is regrettable.” According to Santosh, stakeholders across the ecosystem often advocate for sustainability in principle, yet fail to translate these beliefs into meaningful action. This inertia is evident at multiple levels, from state governments to brands, underscoring the need for systemic intervention.

Regulatory bottlenecks and stakeholder responsibility

One of the primary barriers to sustainability in OOH printing is the lack of regulatory mandates. As Santosh points out, “Regulatory directives have to be passed down to the system for all stakeholders to comply with the sustainability cause.” Without clear guidelines, sustainable practices remain a low priority for many stakeholders, who continue to favor cost-effective but environmentally harmful materials like PVC.

Education also plays a crucial role. Santosh emphasizes the need for international brands to receive directives from government agencies, ensuring they cease practices such as PVC dumping in India. Aligning the efforts of state governments, industry bodies, and brands is essential to create a unified push toward sustainability.

Encouraging signs and persistent challenges

Recent developments in states like Kerala provide a glimmer of hope. The state’s aggressive sustainable agenda has spurred awareness among agencies and brands, prompting some to adopt eco-friendly practices. Santosh notes, “While we have been consciously working towards creating awareness on sustainable solutions through various forums for a while now, the efforts are paying off as a few agencies have started working closely with their brands.”

However, the transition is far from complete. Plastic boards, favored for their cost-effectiveness and ease of use, continue to dominate the market despite emerging alternatives like paper-based boards and compostable materials. While materials such as Polyethylene (PE) are recyclable, they fall short of being truly biodegradable. “True sustainability comes when materials are truly compostable or recyclable easily for multiple uses,” Santosh asserts, highlighting the gap between current practices and ideal solutions.

Striking the balance

Achieving sustainability in the OOH industry requires finding a “sweet spot” where cost, impact, and biodegradability converge. Santosh acknowledges the challenges but remains optimistic about the potential for change. Collaboration among stakeholders, coupled with robust regulatory frameworks, can pave the way for a greener OOH ecosystem.

The way forward

To accelerate the adoption of sustainable practices, the OOH industry must prioritize the following actions:

1. Enforcing regulatory mandates: Clear directives from state and central governments can ensure compliance with sustainability standards across the industry.

2. Educating stakeholders: Awareness campaigns targeted at brands and agencies can drive demand for eco-friendly materials.

3. Investing in research and development: Innovating cost-effective, biodegradable materials suitable for large-scale use is crucial.

4. Collaborative efforts: Industry associations must spearhead initiatives to establish sustainability norms and promote best practices.

The path to sustainability may be fraught with challenges, but as Santosh’s insights reveal, the industry has the tools and the impetus to transform. By embracing a collective commitment to environmental responsibility, the OOH sector can lead the charge toward a more sustainable future.