PRINT IS NOT THE PAST

A modern take on why paper still matters, for people, planet and purpose.

In a world obsessed with screens, cloud storage, and ‘digital-first’ policies, it’s easy to assume that paper and print are relics of a bygone era. But that assumption couldn’t be further from the truth. While some forms of print have declined, like newspapers and brochures, the role of paper has simply evolved, not vanished.

DEBUNKING THE “PAPERLESS = GREEN” MYTH

The word “paperless” is often thrown around in boardrooms and email signatures as a badge of sustainability. But choosing digital doesn’t automatically mean greener. Many overlook the fact that both office paper and packaging paper are made from the same renewable source: wood fibre.

Paper comes from sustainably managed forests, much like farming, where trees are grown, harvested, and replanted in cycles. These trees actively absorb carbon dioxide and release oxygen, while harvested paper products continue to store carbon. Recycling further enhances these eco-credentials by keeping fibre in the loop and creating jobs across the collection and manufacturing chain.

So yes, go ahead and print that document, just recycle it when you’re done.

TACTILE WINS IN A DIGITAL WORLD

There’s a reason why paper books haven’t gone extinct. Despite e-readers offering portability, paper still dominates sales in most countries. Why? Because readers prefer the tactile, immersive experience of flipping through real pages.

The same applies to other print touchpoints, from packaging to direct mailers. They offer a sensory engagement that pixels simply can’t replicate.

BALANCE, NOT BINARY

It’s not a war between print and digital. It’s about using both wisely. Emails for invoices? Absolutely. But printing a document for proofreading? Still very relevant.

In fact, industries like law and finance remain deeply paper-reliant for good reason. Print offers permanence, clarity, and control in ways digital sometimes can’t.

NOT EVERYONE IS ONLINE

Relying solely on digital platforms risks excluding those without access. According to South Africa’s Census 2022, over 13 million people still lack internet connectivity. For them, print media remains essential.

Inclusive communication means recognising that print isn’t just a nostalgic choice, it’s a necessary one.

PRINT’S PLACE IN BRAND STRATEGY

Today’s print is smarter. Brands are blending digital tools, like QR codes or NFC chips, with premium packaging and tactile storytelling. Print offers a rare kind of attention: undivided, physical, and memorable.

At Coniferous, we’re proud to supply the paper that enables these meaningful connections, across books, boxes, tissues, and branding.

Paper isn’t outdated. It’s evolving. And in doing so, it’s proving to be not only sustainable, but essential.