Sustainability

Duke’s Sustainability Policy

Duke has a formal, institution-wide environmental policy. Here is an excerpt from the Duke Environmental Policy Statement:

“Duke University will comply with all relevant environmental laws and regulations and go beyond compliance by integrating the values of sustainability, stewardship, and resource conservation into our activities and services. We will make decisions to improve the long-term quality and regenerative capacity of the environmental, social, and economic systems that support the University’s activities and needs. We will engage in pollution prevention activities and develop and promote practices that maximize beneficial effects and minimize harmful effects of operations, research, and activities on the surrounding environment. We are committed to assessment of the environmental impacts associated with our activities and services, and we will develop and track measures of our progress.”

The policy further elaborates on Duke’s intent to provide leadership in three areas: environmental research and education, environmentally responsible operations, and environmental stewardship in the community.

Our Role as Communicators

It is imperative that sustainable principles govern much of what we do as communicators.

Sustainable practices in marketing and advertising require not only careful consideration of environmental stewardship, but also economic health, aesthetics, and more efficient communication. As we continue to make choices that reduce Duke’s ecological footprint, we will find that conducting eco-friendly business becomes easier and cheaper, and that an expanding array ofproducts and services will become increasingly available.

Waste Reduction

Recycling, duplex printing, and any other forms of waste reduction can have tremendous environmental and economic benefits. According to the Environmental Defense Fund, the use of 100 percent recycled papers in offices (instead of 100 percent virgin fiber) could reduce energy consumption by 44 percent, greenhouse emissions by 37 percent, and solid waste by almost 50 percent. Use of recycled fibers has allowed United States forest inventories to grow by 39 percent since 1953.

Environmentally Friendly Paper

Duke Medicine uses environmentally friendly stationery paper that is composed of 80 percent post-consumer fiber and 20 percent Forestry Stewardship Council (FSC) certified virgin fiber from well-managed forests and is manufactured chlorine free. Certified by SmartWood, a program of the Rainforest Alliance, this paper is used throughout the entire Health System. The paper is also Green-ecertified — manufactured with 100 percent certified renewable energy, including wind, solar, hydropower, and biomass. Almost all Duke Medicine stationery can be ordered online without forms, requisitions or purchase orders. Duke Medicine seeks to use environmentally friendly papers in other print communication materials when it can do so in a budget neutral manner.

FSC-Certified Printers

Duke Medicine frequently purchases printing services from Duke approved, FSC-certified printers. These printers must go through a rigorous certification process that ensures adherence to all FSC requirements in tracking and maintaining the chain of custody of those papers originating from well-managed forests.

Printing Efficiency

There are many benefits when designers and print production managers maintain good communication with their print and paper vendors. Careful planning results in accurate paper orders, optimum use of press sheets, less waste and spoilage, quicker make-ready time and the occasional opportunity to combine or “gang” press runs.

Improvements in electronic proofing methods can be used as an alternative to “hard” composite proofs or bluelines, saving both transportation costs and paper. Digital photography offers similar benefits. Storage capacity on many networks has diminished the need for storage media. Direct-to-plate technology has all but eliminated film processing and resulting silver discharge. Low VOC (volatile organic compounds)inks with higher vegetable content are now commonplace. Print-on-demand can eliminate need for storage as projects are printed (and modified) as they are needed. The emergence of digital printing for both short-run print projects or more targeted, sometimes personalized marketing efforts frequently leads to a better return on investment and less waste.

Mailing Efficiency

Streamlining direct mail offers environmental benefits. Waste can be reduced by merging and purging lists, maintaining “do not mail” lists, and allowing respondents to specify alternative methods of contact. Communicators can specifically target their audience to increase mail’s relevance and reduce waste.

The Postal Service is attempting to address a very costly problem—mail that is undeliverable as addressed—with new Move Update standards.Traditionally up to 25 percent of standard mail is undeliverable asaddressed. The National Change ofAddress Linkage system (NCOA) can quickly identify inaccurate addresses. There is also a financial incentive for using this system: penalties will be assessed for undeliverable mail that hasnot been certified through NCOA. Communicators can also use Address Change Service and Address Element correction or ZIP + 4 processing to ensure accuracy and efficiency in their mailings.

Find Out More

Learn more about Duke’s ongoing efforts at Duke's sustainability Web site.