So I just speced an FSC Certified sheet for a project, I just threw out the packaging from which a printer sent me proofs for the job. In my trash is a Dunkin' Donuts cup from the mornings Iced Coffee. Not much else I might add (that's good). The good news was the job that was speced on FSC paper was uploaded to the printer via the Web rather than burnt to a CD (another good thing). But its getting harder to be I used to be a tree hugger with the soaring gas prices. What am I saying? Before the 90's it wasn't called sustainabilty, it was being environmentally aware. Remember the Ad Council PSA's with the Native American or Owl (don't pollute). Funny how history repeats itself. I never did get the SUV of my dreams though...

Green is good, green is right, green is everything we can hope for.
But "when will we have the guts to urge our clients not to print the job at all", and if it finally happened, well, we will never be print designers again, and even worth, or may be not, graphic design and advertising will die, even internet would not help, because it is not green at all to produce all this technique-progressive staff we used to use. And we will stop going and sent out ships out there in cosmos, and learn about ourselves and the world we live in, because it is not green at all to produce all this technique-progressive staff(again). And may be, just may be, sometimes some day everything in the world, might shot down, say, for one hour, or may be one day, or I don't know what, what will we all do, with the green and without all that staff. And also if you think further and further, and do greener and greener, which is not a bad, but good(I am all for it, don't take me wrong, but all goods may be get bad, if it is done without good thinking. Good ideas sometimes going out of hands, Big Ideas sometimes too Idealistic, think Communism, and everything else in between, before and after), we will have to stop to wear, what ever we wear, well, we will be able still eat though, what ever we eat, or else. People will never be able to spent their time reading books, riding cars, riding in the subway, and during this time reading books(yes, again), newspapers, or what ever they read. The worst scenario, how about making pills, health care equipment and etc. We all will come to the era of living within and in nature, like thousand and thousand years before, which is again, a good thing.
So, what is the option.
Well, I may be a thousand times wrong.