The printing industry is at a turning point. As businesses and consumers become increasingly environmentally conscious, we can no longer think about printing solely in terms of output and efficiency. Today’s real challenge lies in delivering high-quality printing while minimising environmental impact — and doing so in a way that makes business sense.
Research shows that consumers are increasingly drawn to environmentally conscious brands. A survey found that 66% of respondents consider sustainability when making purchasing decisions, with even higher numbers among the millennial demographic. These developments reinforce organisations’ commitment to environmental issues.
Paper itself is more sustainable than many people realise. European forests, which provide wood for making paper (23% of global production), have been growing by over 1,500 football pitches daily. Furthermore, 79% of paper and 83% of paper packaging is recycled into new products in Europe – one of the highest recycling rates of any material. The industry continues to improve its environmental credentials, with 62% of the energy used to produce paper and paper packaging in Europe now coming from renewable sources.
The digital transformation in the printing industry brings another layer of sustainability benefits. Cloud-based printing solutions are eliminating the need for redundant hardware. Mobile printing capabilities are reducing the need for multiple printers across offices. Advanced analytics are helping businesses understand their printing patterns, identifying areas where digital alternatives might work better than traditional printing. Even simple features like automated double-sided printing and draft modes are making a difference. When combined with smart document management systems, these digital tools fundamentally change how we think about document workflows.
The technology driving these changes has evolved remarkably. Modern print management solutions give businesses unprecedented control over their printing activities, helping eliminate waste and optimise resource use.
These advances are particularly relevant in the Middle East, where energy consumption is a daily concern. Energy-efficient printing systems aren’t just nice-to-have features here — they’re becoming essential tools for responsible business operations.
But technology alone isn’t the answer. Real change requires a shift in how we think about and approach printing. It means engaging employees, establishing clear policies, and regularly measuring results. The most successful companies have moved beyond viewing responsible printing practices as a box-ticking exercise and instead see them as an opportunity to innovate and gain a competitive advantage.
This is where industry collaboration becomes crucial. No single company can drive this transformation alone. We need shared best practices, joint innovation efforts, and industry-wide standards. With its strong focus on innovation and sustainability, the Middle East is well-positioned to lead this collaborative effort.
The timing couldn’t have been better. Saudi Arabia’s printing market, already worth $800 million and growing at 8% annually, shows the industry’s robust health. The recent Gulf Print & Pack 2025, hosted in Saudi Arabia — the region’s largest printing market — showcased how digitalisation and sustainability can work together. With the Middle East and Africa’s packaging materials market expected to reach $116.99 billion by 2030, for instance, the push for responsible solutions is more urgent than ever.
As the industry evolves, we’ll see more efficient technologies, better recycling programs, and smarter monitoring systems. However, changing how we think about responsible printing is the real opportunity here. Rather than a constraint on business, sustainability is a catalyst for innovation and growth in an increasingly environmentally conscious world.
What does this mean on the ground? Many businesses are discovering that seemingly minor changes can have substantial impacts. Consider digital workflow solutions that reduce the need for proof prints or smart algorithms that optimise print layouts to minimise waste. These innovations create more efficient, streamlined operations that save both time and money.
Customer expectations are evolving, too. Our Middle East customers increasingly ask about environmental credentials alongside quality and price. They want to know about recycled paper options and energy-efficient processes. This isn’t just about meeting regulatory requirements—it’s about staying competitive in a market where environmental responsibility is a key factor.
The questions we should be asking ourselves aren’t just about reducing paper use. They’re about reimagining what printing can be in an environmentally conscious world. How can we use technology to print smarter, not just less? How can we ensure that sustainability drives innovation rather than limiting it? These are the conversations that will shape the future of our industry.
This opinion piece is authored by Shadi Bakhour, B2B Business Unit Director, Canon Middle East.
