For many Nigerian printers, the word sustainability can sound like another big industry concept that is easier to discuss at conferences than to practice on the factory floor. But strip away the jargon and the idea is actually quite simple: how can a printing business use its materials, energy, machines and resources more intelligently while still making money?
That is where the idea of a circular economy becomes interesting.
A useful lesson comes from Harri Lockett, Circular Manager at Selfridges. Her approach to sustainability is built around one simple question: “Is it interesting, or is it actionable?” In other words, a good idea is not enough. It must be capable of producing a result.
For Nigeria’s print industry, this is a question worth asking.
A printer may talk about reducing waste, saving energy or using recyclable materials, but what happens after the conversation? Does the business actually measure how much paper is wasted? Does it know how much money is lost through reprints? Does it track diesel consumption or the cost of keeping machines running? Does it have a plan for production waste? That is where sustainability becomes business.
Start With What Is Already Leaving the Pressroom
Selfridges’ circularity journey was not built overnight. Its initiatives have developed over several years through testing, investment and, importantly, the willingness to stop doing things that were not producing results.
Nigerian printers can take the same approach.
You do not have to suddenly transform your entire factory into a “green printing facility.” Start with the waste that you already see every day.
Paper offcuts. Spoilt sheets. Packaging materials. Used cores. Excess ink. Plates. Cartons. Plastic wrapping.
Instead of simply asking, “How do we dispose of this?”, ask:
“What value can we recover from this?”
Some waste can be recycled. Some can be reused. Some can be reduced through better production planning. And some can be eliminated by improving the workflow.
The important thing is to measure it first.
If a printer discovers that thousands of sheets are being lost every month because of poor imposition, machine setup, or unnecessary reprints, reducing that waste is both an environmental improvement and a financial saving.
Customers Are Buying Trust
Another powerful lesson from the Selfridges example is trust. Its pre-loved business works partly because customers trust the retailer to authenticate products and stand behind what it sells.
The same principle applies to Nigerian printing.
Customers want to know that the printer they are dealing with will deliver the right quality, meet the deadline, and be honest about the materials being used.
This becomes even more important as sustainable printing and packaging gain attention.
If a printer says a material is recycled, recyclable or environmentally responsible, the claim should be backed by reliable information. Sustainability should not become another marketing phrase without substance. Trust is the real currency.
Make Sustainability Easy for the Customer
Selfridges also discovered that customers do not necessarily want sustainability to feel like a sacrifice. Its circular offering was integrated into the normal shopping experience rather than being presented as something inferior or separate.
There is a lesson here for printers.
Instead of telling a customer, “This is the sustainable option, but it will cost more and may not look as good,” the conversation can be:
“Here is a material that meets your quality requirement, reduces unnecessary waste, and fits your budget.”
That is a much stronger proposition.
For packaging companies especially, sustainability can become part of the value offered to brands, not an extra burden placed on them.
Data Will Tell the Real Story
One of the biggest challenges identified in the Selfridges experience is reporting, tracking, and data. Without reliable information, it becomes difficult to prove what is working or communicate sustainability claims with confidence.
This is perhaps one of the biggest opportunities for Nigerian printers.
Know your numbers.
- How much paper is wasted each month?
- How much diesel goes into production?
- How many jobs are reprinted?
- How much material is lost during make-ready?
- How much production waste leaves the factory?
Once those numbers are known, management can begin making better decisions.
Sustainability Must Also Make Commercial Sense
The strongest message from the Selfridges experience is that sustainability works better when it is treated like every other part of the business, with targets, performance reviews and accountability.
For Nigerian printers, that could mean setting practical targets: reduce paper waste by 10%; cut unnecessary energy consumption; reduce machine downtime; increase recovery of production waste; or introduce sustainable material options for customers.
The goal is not to chase every sustainability trend.
The goal is to find the changes that save money, reduce waste, improve efficiency, strengthen customer relationships, or create new revenue.
That is why the question remains useful: Is it interesting, or is it actionable?
For the Nigerian print industry, the future of sustainability may not be about doing everything at once. It may simply be about looking at the waste, costs, and inefficiencies already inside the business, and asking a better question:
“How can we turn what we are losing today into value tomorrow?”
That is where circular printing stops being a buzzword and starts becoming good business.
