AUTUMN//WINTER 2017 55 Stewart Superior was founded over 20 years ago and, with its reputation for innovation, has developed its SECO range with strong environmental credentials at the fore. Managing director Geoffrey Betts feels that most impacts of human behaviour on the environment are obvious, be it pouring effluents into our rivers, chopping down rain forests or pumping carbon monoxide from our vehicles into the atmosphere. We can easily relate to the ‘no smoking’ ban because it has impacted on every single one of us, whether we smoked or not. But he feels that most people need government pressure to change habits, evidenced by the massive increase in recycling. It is encouraging that young people today are adopting greener practices by habit. Betts comments: “The problem occurs when profits are squeezed and budgets are tightened, as there is a tendency for companies to charge more for green products, and hence the likelihood is that the cheapest item will win the day. Our SECO range of Oxo biodegradable filing and vending cups have done extremely well, as they degrade once disposed of and exposed to the elements, unlike normal plastics. We could clean our beaches up; the technology exists and it doesn’t mean banning plastic, it just means possibly paying fractions more for it.” Plastics are also used for pens, and Pilot Begreen was the first full range of recycled pens to be offered at the same price as its normal range. Five years on, Stuart Barker of Pilot comments: “Begreen is still a key purchasing criteria in the B2B channel, but less so in the retail environment. Traditionally, for most everyday writing instruments under £10, they are considered as disposable items. Recycled materials used in the manufacture do not seem to be a key decision-making criteria, whereas for commercial buyers wanting to adhere to environmental accreditations, it is still important to them.” While sustainable stationery has a place in the market today, the view from manufacturers as confirmed by Stuart is that generally it is more acceptable in the commercial sector, where the purchasing companies have environmental policies that they must be seen to support with the supplies they buy for their companies. Many retailers have tried and given up on refillable products. It seems many consumers are motivated by brand, product appearance and performance, and that being refillable is a secondary benefit. Interestingly, retailers have never been big fans of pen refills (other than ink cartridges) as the return on space is generally poor. But as consumers look to save money by choosing refillable pens, there is a growing demand to stock them, even if only to offer refills online. One area where sales of refills are growing at a phenomenal rate in the retail and B2B channel is Pilot’s FriXion erasable pens. Retailers are seeing listing refills for these as a great opportunity. When compared to non- erasable gel and liquid ink rollerballs, thermo-sensitive erasable ink pens such as FriXion have a shorter writing distance, so consumers actively search out refills. As a result, retailers are giving fixture space to FriXion refills. There is one recycled product that could easily catch the consumer’s imagination and that is Treewise pencils. Relatively new to the UK, they are made from 100 per cent recycled newspaper. No wood or plastic is used. They have an extra dark graphite lead that sharpens well and writes smoothly. However, given that environmental matters continue to dominate modern life, I am sure that consumers will become increasingly savvy over such issues as product miles, country of origin and packaging. If in the future we can reduce any price premium, I am sure that will help products with environmental benefits grow in popularity with the consumer market, and put pressure on retailers to stock them. THE PROBLEM OCCURS WHEN PROFITS ARE SQUEEZED AND BUDGETS ARE TIGHTENED, AS THERE IS A TENDENCY FOR COMPANIES TO CHARGE MORE FOR GREEN PRODUCTS, AND HENCE THE LIKELIHOOD IS THAT THE CHEAPEST ITEM WILL WIN THE DAY. FriXion refillable,erasable pens by Pilot The B2p ballpoint pen and B2p gel pen by Pilot,both made from recycled bottles