Living and working sustainably is no longer optional—it’s essential. Reducing our environmental impact is a critical step in the fight against climate change and in preserving our planet for future generations
🛍️ Consumer Awareness is Growing
Today’s consumers are making more conscious choices. Sustainability is influencing purchasing decisions more than ever—especially among younger generations.
👥 Meet Gen Z: The Future of Consumer Power
87% of Gen Z are concerned about the environment and the future of our planet. They’re bringing their values with them as they enter their peak spending years.
Source: WGSN by Ascential
73% of Gen Z are prepared to spend more for sustainable products, more than any other generation.
Source: WGSN by Ascential
🌱 Supporting the Industry: GCA’s Role
The Greeting Card Association (GCA) is committed to helping its members navigate the path to sustainability.
Fiona Pitt from Hallmark and a member of the GCA Sustainable Sub-Committee states
“I believe every card should not only connect people—but also protect the planet. Through responsible sourcing – like using FSC certified paper, recycled materials, and inks with low environmental impact – thoughtful design, and collaboration across our industry, we can grow a greener future—one card at a time.”
What We Do
Read more about what some of our GCA sustainability sub-committee members do at their businesses:
🌿 GCA: Championing Sustainability in the Greeting Card Industry
The greeting card industry is making meaningful strides toward a more sustainable future—and the GCA is proud to be at the heart of this transformation.
📈 Industry Progress
Thanks to the efforts of businesses across the sector, sustainability is no longer a side note—it’s a priority. According to the GCA’s annual survey, companies are actively working to reduce their environmental impact across:
One standout achievement? A dramatic shift in card packaging:
From 65% wrapped to just 15% wrapped
The industry has flipped the script—moving from two-thirds of cards being wrapped to two-thirds now being sold unwrapped
🌲 Raw Materials: Paper & Board from Timber
Responsible Sourcing in the Greeting Card Industry: The greeting card industry is deeply committed to ethical and sustainable sourcing of paper and board. A key priority is ensuring that no materials used in card production come from illegally logged forests.
🚫 What is Illegal Logging?
Illegal logging involves harvesting, transporting, or trading timber in violation of national or regional laws. It can also include the destruction of forests for plantations like oil palm. The consequences are severe:
According to WWF, illegal logging accounts for:
Source: WWF Stopping Illegal Logging | Initiatives | WWF
✅ Industry Standards & Certifications
To combat this, most greeting card publishers now require that all paper used is sourced from certified sustainable forests, specifically:
These certifications represent the highest standards of environmental and social responsibility, ensuring that forests are managed sustainably and ethically.
🌲FSC®: Promoting Responsible Forestry
The Forest Stewardship Council® (FSC®) is a globally respected, non-governmental organisation dedicated to the responsible management of the world’s forests. With over 200 million hectares of certified forest worldwide, FSC® is the most widely recognised and trusted forest certification system—especially among UK consumers.
FSC’s certification allows businesses and consumers to choose wood, paper, and other forest products that support ethical and sustainable forestry practices.
The Greeting Card Association (GCA) works closely with FSC® to support sustainable practices across the greeting card industry. For more details, check out our in-depth blog: “FSC and Greeting Cards” – a guide to using the FSC® logo and what it means for your brand.
✅ GCA’s Recommendations
To demonstrate your commitment to sustainability:
Specialist greeting card printers can guide you through the process and ensure your products meet certification standards.
♻️ Paper & Board: Recycled Fibres
Innovation Meets Sustainability: The paper industry is embracing innovation, with exciting new materials entering the market—including board made from upcycled coffee cups. Using recycled content helps reduce dependence on virgin materials and supports a circular economy.
However, it’s important to note that recycled fibres degrade over time. After several uses, they lose strength and quality. That’s why the paper cycle still relies on fresh virgin fibres from sustainably managed forests to remain renewable and effective.
✅ GCA’s Recommendations: To support a more sustainable supply chain
Your specialist printer or supplier can help you navigate these options and ensure accurate labelling.
🌾 Paper & Board: Exploring Alternative Fibres: Innovation Beyond Wood
While most UK paper mills are designed to process cellulose fibres from trees, there’s growing interest in using alternative fibre sources—especially those derived from agricultural by-products such as:
These materials offer exciting potential, but they also come with challenges.
⚠️ Recyclability Concerns
Alternative fibres are still under investigation, particularly regarding their compatibility with existing recycling systems. Due to their varied properties, these fibres may be:
As a result, there’s no guarantee that alternative fibre materials will be successfully recycled through standard kerbside schemes.
Source: CPI Design for Recyclability Guidelines, February 2024
✅ GCA’s Recommendations
If you’re considering using alternative fibres:
And most importantly;
🌳 The Importance of Sustainable Forestry
Forests are among the planet’s most precious natural resources—home to over half of all land-based animal and plant species. They play a vital role in maintaining global biodiversity and supporting life on Earth.
Why Forests Matter
Sustainably managed forests provide a wide range of benefits:
To protect these benefits for future generations, the paper industry is built on the principles of sustainable forest management—ensuring that forests are responsibly harvested and regenerated.
♻️ Paper: A Renewable, Recyclable Resource
Paper is made from wood, a natural and renewable material. It’s also one of the most recycled products in the world, making it a perfect example of the circular economy:
Make → Use → Recycle → Reuse
By choosing paper from sustainably managed forests, we help preserve forest ecosystems while supporting a renewable, recyclable material that benefits both people and the planet.
🏭 Sustainable Production in the Greeting Card Industry
The greeting card industry partners with specialist print suppliers, many of whom are FSC® certified and committed to the highest environmental standards throughout the production process.
✨ Flitter & Glitter: A Recycling Challenge
While glitter may add sparkle, it poses serious problems for recycling:
✨ Foiling: Recyclable with Care
Foil can be used sustainably—if applied thoughtfully:
Studies suggest that up to 80% coverage may still be recyclable under certain conditions.
Source: CPI Design for Recyclability Guidelines, February 2024
TIP: Use foil sparingly and consult your printer to ensure recyclability
🔁 Manufacturing Waste
Excess foil from the production process doesn’t go to waste—it can be repurposed as fuel through incineration, contributing to energy recovery.
🖨️ Inks & Varnishes: Impact on Recyclability
💧 Water-Based Inks & Varnishes: These are soluble in water and generally compatible with standard recycling processes at paper mills. They break down easily and are widely accepted in fibre recovery systems.
🖨️ Digital Printing: Liquid & Dry Toners: Used in many digital printing methods, liquid and dry toners are typically recyclable. However, they may require additional processing steps to be fully removed during recycling.
🧪 Solvent-Based Inks: Common in some gift wrap printing, solvent-based inks contain Volatile Organic Compounds (VOCs). These chemicals can:
🌟 UV-Cured Inks & Varnishes: Used in lithographic and screen printing, UV and EB (Electron Beam) inks are solvent-free, but present unique challenges:
Source: CPI Design for Recyclability Guidelines, February 2024
♻️ Overall Recyclability
Despite their differences, all the above ink and varnish types are considered recyclable in the UK. Due to the widespread use of commingled recycling collections, fibre-based packaging is typically processed as mixed paper, without separation based on ink or varnish type.
📎 Attachments & Recyclability: The Impact of Non-Paper Embellishments
The recyclability of greeting cards is significantly reduced when they include non-paper attachments such as:
These materials are plastic-based and not compatible with standard paper recycling processes.
✅ GCA Recommendations
To support recyclability and reduce environmental impact:
♻️ Recycling Guidance
WRAP (Waste & Resources Action Programme) is the UK’s official body for recycling advice. According to WRAP’s Recycle Now website:
“Cards and envelopes can be recycled via kerbside collections or local recycling centres—as long as glitter, flitter, and attachments are removed first.”
🏷️ Using WRAP Recycling Logos
WRAP offers a range of free recycling logos that can be printed on products to guide consumers. These can be downloaded from WRAP’s online library.
When using these logos, include clear messaging such as:
“Please remove attachments, glittered areas, laminated areas, badges before recycling.”
Some publishers also choose to design their own recycling icons and instructions to suit their brand.
📦 Packaging & Plastics Legislation: The Challenge of Single-Use Plastics
Plastic has many practical uses—but our global reliance on single-use plastic has led to serious environmental, social, and economic consequences.
⚖️ UK Plastic Packaging Tax: 2025 Update
To combat plastic waste, the UK Government introduced the Plastic Packaging Tax (PPT) on 1 April 2022. This tax applies to plastic packaging that contains less than 30% recycled content.
🔄 What’s New in 2025?
This gives businesses more flexibility to meet compliance, especially in sectors where mechanical recycling isn’t viable.
💡 What This Means for Businesses
Companies producing or importing over 10 tonnes of plastic packaging annually must pay the tax if their packaging contains less than 30% recycled content
Non-compliance can lead to:
However, businesses that adapt can benefit from:
📦 Packaging Legislation: What You Need to Know
🧾 What Counts as Packaging: Packaging includes any material used to protect, contain, or present goods—from retail wrapping and product sleeves to shipping boxes and transit packaging. If it’s discarded to access or use the product, it’s considered packaging.
⚖️ Extended Producer Responsibility (EPR) for Packaging
Under the UK’s Extended Producer Responsibility (EPR) regulations, businesses are now financially responsible for the packaging they place on the market—including the costs of its collection, recycling, or disposal.
🌍 Who Must Comply?
You must take action under EPR if all the following apply:
From January 2025, producers must cover the full cost of managing household packaging waste, with billing starting in October 2025 based on 2024 data
✅ GCA Recommendations
For full guidance and registration details, visit the official UK Government page:
📦 Rethinking Card Wrapping: Towards a More Sustainable Approach
Traditionally, cards are wrapped to:
However, the industry has made significant progress in reducing cello-bag use. Many publishers are now embracing the “Go Naked” movement—selling cards unwrapped wherever possible.
🌱 Compostable Bags: Not Always the Answer
While industrially compostable bags are available, they come with limitations:
✅ GCA Recommendation
To reduce environmental impact, the GCA encourages the following:
1. Go Naked Where Possible
2. Review Plastic Use Across the Supply Chain
3. Use Recycled & Recyclable Materials
