Toshiba America Business Solutions had encouraged companies and individuals not to print or photocopy any documents on 23 October, which it declared “National No Print Day”.
However, Printing Industries of America (PIA) chief executive Michael Makin announced on June 20 that Toshiba had cancelled National No Print Day as a result of protests from the PIA and the industry.
Two Sides Australia national manager Kellie Northwood told ProPrint that it was “a great outcome”.
“Two Sides lobbied across three countries, UK, US and Australia, and worked with industry associations to develop and execute a solid communications strategy, supported by widespread public relations tactics to send a strong message to Toshiba,” she said.
“Simply put, we all called on Toshiba to be accountable for the claims they were making about print and paper. Global industry uproar applied significant pressure and left Toshiba no choice but to re-think their strategy and cancel the National No Print Day.”
Northwood said the industry had scored a win against Toshiba’s “unsubstantiated claims”, but warned it wasn’t the only company that needed educating.
“There are still many out there with misleading email footers, e-statement claims and more,” she said.
“One by one, Two Sides will challenge these misleading claims and in doing so strengthen the message to our customers that paper and print is the most sustainable communication medium we have.”
Northwood said despite Toshiba’s “misperceptions”, the company needed to be credited for eventually listening to the industry and community.
“There are times when businesses implement a flawed policy and whether it is through lack of education or understanding, if that business rectifies their error this should be acknowledged.”
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