Greenwashing and Fabric Printing: At the End of the Day, Plastic is Plastic

If you’ve ever searched for sustainable printing solutions, you’ve probably come across printers promoting “eco-friendly” fabrics made from PET (polyethylene terephthalate). The marketing is compelling – after all, PET-based fabrics are often made from recycled plastic bottles, reducing landfill waste. Sounds great, right? But here’s the catch: PET is still plastic. 

This is where greenwashing comes into play – the misleading marketing of products as more environmentally friendly than they really are. Many printers use sustainability as a buzzword, glossing over the fact that their so-called “eco-friendly” fabrics are still contributing to the plastic problem. 

The reality is that all fabric, whether natural or synthetic, has a carbon footprint. But if you must use plastic-based materials, there’s a better way to do it – by choosing PETr, the more sustainable version of PET fabric. 

In this article, you’ll learn: 

• Why traditional PET-based fabrics are not as sustainable as they seem. 

• The difference between PET and PETr, and why the latter is the better option. 

• The hard truth about sustainability in large-format printing. 

• How to make informed choices that actually minimise your environmental impact. 

Let’s cut through the greenwashing and uncover the real story behind sustainable printing fabrics! 

The Truth About PET-Based Fabrics  

When you hear the term “eco-friendly fabric,” you probably picture something biodegradable, natural, and sustainable. But in the world of large-format printing, many so-called sustainable fabrics are made from PET (polyethylene terephthalate) – the same material used to make plastic bottles. How does a fabric derived from plastic transpire into eco-friendly large format printing solutions? Put simply, it doesn’t.  

PET: A Misleading Sustainability Claim 

Printers often market PET-based fabrics as a green alternative because they can be made from recycled plastic. This creates the illusion of sustainability, but let’s be clear: PET is still plastic. No matter how it’s sourced, it’s derived from fossil fuels and contributes to microplastic pollution when disposed of improperly. 

The problem? Many businesses promoting PET as a sustainable option fail to mention that: 

• PET-based fabrics do not biodegrade – they persist in the environment for decades. 

• Recycling PET requires energy-intensive processes, making its environmental footprint larger than many realise. 

• Just because a fabric is made from recycled PET doesn’t mean it is recycled again after use.

PETr: A More Sustainable Alternative

This is where PETr comes in. Unlike standard PET, PETr is manufactured through a closed-loop recycling process, meaning it can be continuously repurposed rather than ending up in landfill after one use. While still a plastic-based material, it’s the lesser of two evils – a way to use plastic responsibly in applications where avoiding it isn’t possible. 

Here’s why PETr is the better option: 

• Fully recyclable within the right systems. 
• Lower carbon footprint than virgin PET fabrics. 
• Reduces plastic waste by keeping materials in circulation. 

If you have no choice but to use plastic-based fabric in printing, choosing PETr over PET makes a significant difference. It’s not about pretending plastic is sustainable – it’s about making the best possible choice in an imperfect situation. 

The Hard Truth About Sustainability in Printing

Sustainability in the printing industry isn’t as simple as switching to a so-called “eco-friendly” material. The reality is that every material – whether natural or synthetic – has an environmental impact. Fabric, no matter how it’s made, comes from the earth, and all fabric production involves carbon emissions.  

There’s No Such Thing as a Perfectly Sustainable Fabric 

Many businesses fall into the trap of believing that if a product is labelled “recyclable” or “biodegradable,” it’s automatically sustainable. But sustainability isn’t just about a label – it’s about the full lifecycle of a material, from production to disposal. 

Let’s break it down: 

• Natural fabrics (like cotton or wool) require vast amounts of water and land to produce. Even organic cotton has a high carbon footprint due to the resources needed to grow and process it. 

• PET-based fabrics may be marketed as sustainable, but as we mentioned already, they are still plastic. Even if they come from recycled sources, they are not biodegradable and still contribute to environmental pollution. 

• PETr offers a better alternative, but it’s still not a “perfect” solution – it’s simply the lesser of two evils when plastic is unavoidable. 

When Using Plastic, Make the Best Choice

In some cases, avoiding plastic altogether just isn’t possible – especially in large-format printing, where durability, flexibility, and print quality matter. When that happens, the best thing you can do is choose the least harmful option. 

That means: 

• Opting for PETr over standard PET to ensure materials can be fully recycled. 
• Working with printers who are transparent about their sustainability claims. 
• Understanding that sustainability isn’t about perfection – it’s about making informed, responsible choices. 

What True Sustainability in Printing Looks Like 

The printing industry is flooded with greenwashing – companies making broad claims about sustainability without backing them up. But real sustainability isn’t a buzzword. It’s about making the least harmful choices based on facts, transparency, and responsible practices.

How to Spot Real Environmentally-Friendly Printing Solutions

If you want to work with a truly sustainable printer, here’s what to look for: 

Transparency over buzzwords 

• A responsible printing provider will be upfront about the limitations of sustainability. 

• Beware of vague claims like “eco-friendly,” “green,” or “sustainable” without supporting details. 

• A trustworthy printer will provide clear information on materials, production processes, and environmental impact. 

A commitment to circular economy practices

• Does the printer use materials that can be fully recycled or repurposed? 

• Do they work with suppliers prioritising closed-loop recycling? 

• Are they actively reducing waste instead of just offsetting emissions with carbon credits?

Material choices that reduce harm 

• PETr over PET: if plastic must be used, is it being sourced and disposed of responsibly? 

• Water-based or UV inks: are their printing processes designed to minimise chemical waste? 

• Biodegradable or compostable alternatives: does the printer offer truly sustainable options? 

A genuine effort to reduce waste and emissions

• Sustainability in printing isn’t just about the materials – it’s about the entire process. What is their cradle-to-grave approach to waste reduction? 

• Can they demonstrate using energy-efficient printing technology and minimising waste at every stage of production? 

Questions to Ask Your Printing Provider

True sustainability starts with honesty. Never be too afraid to ask your suppliers questions about their eco-friendly approach – because how can you make informed, responsible choices to reduce your environmental impact without understanding their take on it? 

So, to help you cut through the fog and uncover any potential greenwashing, here are the key questions to ask a printer before choosing to work with them: 

1. Can you provide a breakdown of the lifecycle impact of your materials? 
2. Do you offer truly recyclable or compostable materials or just “recyclable in theory”? 
3. What steps do you take to reduce waste in your production process? 
4. How do you ensure that your sustainability claims are legitimate? 

The more detailed and transparent their answers, the more likely you are dealing with a genuinely sustainable printing provider. 

At NEXT Printing, we don’t sugarcoat the truth. We know that true sustainability is about transparency, continuous improvement, and minimising harm wherever possible. Ask us any of these questions and our team has the answers, as well as demonstrable evidence of NEXT’s genuine approach to carbon-reduced, sustainable large format printing. 

Conclusion: No Shortcuts, Just Transparency 

Sustainability in printing isn’t black and white – it’s full of complexities, trade-offs, and tough decisions. At the end of the day, plastic is plastic. Calling PET-based fabrics “eco-friendly” without acknowledging their impact is misleading. 

The key to real sustainability is transparency. Instead of falling for greenwashing tactics, businesses should focus on making informed, responsible choices by: 

• Choosing materials that can be fully recycled or repurposed. 
• Working with printers who are honest about sustainability. 
• Asking the right questions to verify sustainability claims. 

At NEXT Printing, we don’t believe in misleading labels. We believe in giving you the facts about the environmental impact of printing – so you can make the best possible choice for your brand and the planet. 

So, next time a printer claims their fabric is “eco-friendly,” ask them the tough questions. Because when it comes to sustainability, the truth matters.