In 2019, we published an article in this magazine titled “Publishing and the Planet,” (pubspot.ibpa-online.org/article/publishing-and-the-planet). Since then, the publishing industry has faced an evolving landscape of sustainability challenges and opportunities. While consumer demand for environmentally friendly practices continues to grow, the pandemic, supply chain disruptions, and rising costs have complicated efforts to achieve sustainable goals.
We decided to catch back up with Karla Olson of Patagonia Books, Margo Baldwin and Melissa Jacobson of Chelsea Green Publishing, and Jane Mosbacher Morris, founder and CEO of TO THE MARKET. Together, they provide a nuanced look at the progress, setbacks, and potential future of sustainable publishing.
A Shifting Mindset Toward Sustainability
The conversation around sustainability in publishing has grown louder since 2019, with publishers increasingly recognizing the importance of eco-friendly practices. “Since 2019, a number of publishers and even Ingram/Lightning Source have reached out to discuss ways to be more sustainable,” Olson says. “I definitely see awareness and policies changing, and I am happy to share the knowledge I have gathered in the past years.”
Olson attributes much of this momentum to consumer demand. “Publishers are seeing environmentally responsible practices and materials from other companies, and they recognize that it’s raising awareness,” she says. “Consumers expect publishers to be at the forefront of sustainable practices, given that books are essentially made of paper.”
Baldwin offers a more skeptical perspective. “Everyone now says they are sustainable, but I’m not sure that actually translates into anything tangible,” she says. She acknowledges broader consumer awareness but questions whether it has led to meaningful action. “Consumers don’t want to pay more for the product, so what does it really mean?”
Jane Mosbacher Morris sees a shift in how the term “sustainability” is understood by consumers. “Over the past five years, the word ‘sustainability’ has been used so much that it’s started to feel a bit hollow on its own. Slapping it on a label doesn’t cut it anymore. People are getting smarter about what they buy—they want to see actual proof that a product isn’t full of harmful chemicals or made with child labor. Proof points like impact metrics, certifications, or even an explanation of how the product was made are valid. And consumers don’t want to dig for it; they expect it to be front and center. It’s a sign that people are shifting from just accepting buzzwords to really holding brands accountable for what they claim.”
Challenges in a Post-Pandemic World
The pandemic significantly disrupted the paper supply chain, creating hurdles for publishers committed to sustainability. According to Olson, the demand for paper goods skyrocketed during this time, driven by the rise in e-commerce and the shift away from plastics. “This put more demand on paper mills, making it harder to get book-quality recycled paper,” she says. “Several mills closed after the 2008 slowdown, which only exacerbates the problem.”
Jacobson adds that Chelsea Green had to adjust its goals during this period. “Since recycled paper became scarce during the pandemic, we had to reduce our recycled paper content goals to keep books on schedule,” she says. The company shifted to using FSC-certified stock as a compromise.
Morris emphasizes the growing expectations of consumers. “It’s not just about using eco-friendly materials anymore—consumers want the full picture, including detailed material lists. They want to know how products are made. It’s not just about the product itself; it’s about the process behind it. This shift is raising the bar for what sustainability really means.”
For Baldwin, the lack of innovation in sustainable materials has been another obstacle. “The pandemic made it very difficult to source printing and paper,” she says. “There is less innovation and less choice in materials now than there was in 2019.”
Innovative Practices in Sustainable Publishing
Despite these challenges, publishers continue to explore innovative ways to reduce their environmental impact. Olson notes advancements in alternative materials such as bamboo and corn husks, though she cautions that some solutions, like corn-based plastics, have unintended consequences. “Many of these alternatives rely on corn, which can lead to unsustainable farming practices,” she says.
One area of focus for Patagonia Books has been eliminating plastic shrink wrap. Instead, the company uses discarded paper from print jobs to protect books during shipping. “Printers protect our books with cast-off signatures from other projects,” Olson says.
Jacobson highlights the role of printers in driving sustainability. “We print as locally as possible and support vendors who constantly seek to improve their environmentally friendly practices,” she says. These practices include eliminating toxic metals from inks and minimizing excess packaging.
Morris believes publishers can learn from other industries. “There’s a huge opportunity here to take a page from industries like fashion or food—industries that do a great job of using storytelling and hard numbers to connect with their audience on sustainability. The fashion industry has been on the rise in communicating sustainability practices. Brands are now looking to provide detailed information about material sourcing, ethical labor, and production processes for consumers. Publishers could adopt similar transparency.”
The Cost of Sustainability
Balancing the cost implications of sustainability remains a significant challenge for publishers. Olson believes consumers are willing to pay a premium for sustainable books if they understand the value. “We’ve raised our prices slightly and haven’t seen pushback,” she says. “All our books carry an environmental impact statement, and we trust that our customers value this.”
Morris agrees but highlights a gap in communication. “Consumers are still willing to pay more for eco-friendly products, but only when it feels authentic and clear. A 2023 survey from IBM found that 78% of people care about sustainability, and over 70% are willing to spend about 35% more on brands that align with their values. The challenge is that publishers often don’t share enough about the work they’re doing. A lot of it happens behind the scenes, and consumers are left in the dark. Being more transparent and upfront about sustainability efforts is key to building trust and standing out in today’s market.”
Baldwin, however, is less optimistic. “Cost always wins, even if publishers pretend they are doing more,” she says. She points to short print runs and print-on-demand (POD) as strategies that reduce waste but often come at a higher cost.
Expanding the Scope of Sustainability
While paper remains a central focus, publishers are looking beyond materials to address broader sustainability issues. Olson advocates for eliminating printed advance review copies (ARCs) in favor of digital galleys. “Printed ARCs often end up with third-party sellers on Amazon, which is bad for bookstores, publishers, and authors,” she says. “Digital galleys are better for the environment and the supply chain.”
Jacobson highlights the importance of supporting policies like the European Union’s Regulation of Deforestation-free Products (EUDR), which will go into effect in 2025. “We’re excited to follow how this might transform the industry,” she says.
Baldwin points to the impact of Amazon’s demand-driven ordering system, which has reduced returns and waste. “POD and short runs have also made a difference, even though the cost is higher,” she says.
Morris encourages publishers to focus on small, incremental changes. “Just start—start anywhere. The biggest hurdle is often the misconception that sustainability requires an ‘all-or-nothing’ approach. It doesn’t. Even small, incremental changes can make a meaningful impact. For example, switching to recycled paper, reducing print overruns, or using vegetable-based inks are cost-effective steps. Over time, these efforts build credibility with eco-conscious readers. Remember, sustainability is a journey, and progress—no matter how modest—is better than standing still.”
Collaboration and Quality
A recurring theme that emerged was the need for collaboration and commitment to quality. Olson emphasizes the importance of working closely with printers and supply chains. “Publishers need to ask questions and ensure that innovations align with their environmental policies,” she says.
Baldwin stresses the value of producing high-quality books that stand the test of time. “Make books of the highest quality in every way—editorial, production, materials,” she says. “Producing quality is an environmental act, and more consumers are recognizing that.”
A Balancing Act
The journey toward sustainability in publishing is a balancing act of innovation, collaboration, and cost management. While challenges persist, publishers like Patagonia Books and Chelsea Green continue to lead by example, demonstrating that even small changes can make a big difference.
As Jacobson puts it, “Supporting vendors who embrace environmentally friendly practices is vital. They’re the experts who can implement policies that make a real impact.”