It's Not Easy Being Green – But is it Profitable?

By Carl Gerhardt

Kermit the Frog famously concluded, “It’s not easy being green,” and I think plenty of graphic arts suppliers would agree. I was struck recently by an article questioning the importance of “green” in the marketing message. A print provider was quoted saying, “When we asked our clients if this was interesting to them, the overwhelming response: if it’s more expensive, we don’t care about being green. I don’t even market the green aspect to my clients.”

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Business Management - Sustainability

Carl Gerhardt Author's page Carl Gerhardt is the chairman of Alliance Franchise Brands LLC, the parent company of Allegra Network LLC and Sign & Graphics Operations LCC, and a world leader in marketing, visual and graphics communications, linking more than 600 locations in the United States, Canada and United Kingdom. The company’s Marketing & Print Division, headquartered in Plymouth, MI, is comprised of Allegra, American Speedy Printing, Insty-Prints, Speedy Printing and Zippy Print brands of marketing, printing, mailing and Web services providers. Its Sign & Graphics Division, headquartered in Columbia, MD, is comprised of Image360, Signs By Tomorrow and Signs Now brands of sign and graphics communications providers.

Carl and his wife, Judy, owned and operated their own successful Allegra franchise for nearly 20 years before selling the $2.3 million operation in 2003. He is a PrintImage International/NAQP Honorary Lifetime Member and was inducted into NAPL’s prestigious Soderstrom Society in 2010 in recognition of his contribution to the industry.