Its role : to defend the paper in the face of the rise of the digital. Olivier Le Guay, delegate general of Culture Paper, an organization that brings together the stakeholders of the sector, explains why this medium has, according to him, the arguments to assert.

With the advent of the digital revolution, the future of the paper looks uncertain in our society… What do you think are the arguments that démentiraient this idea ?

The wheel is turning. Disconnection and de-lamination have become rising stars. The cloud seemed to be a concept, cloud-based, so it consumes more energy than the air traffic, and in five years, as much as automobile traffic. Now, we need to integrate this scan has an environmental cost heavy : by the use of essential rare earths, by its energy consumption exponentially, and by the weakness of its recycling. Let us beware also of a world that reduces our existence to the performance of the algorithms ! In a general way, the paper remains popular for many uses in daily life : from the book to the wrapping paper, the book to the catalog. The studies show : the digital book remains marginal in terms of sales (5%), the stop-pub on the mailbox stands at 18% in national average…

one of The arguments defended by the sector paper is that of sustainable development, environmental responsibility. Can you clarify ?

Your support is essential. Subscribe for $ 1 support Us

The paper (unlike the plastic and screen) is a natural resource, renewable and recyclable from five to seven times. The criticism of deforestation is not founded for a long time. The surface of forests has doubled in the last 200 years in France and in Europe, while the consumption of paper has multiplied by eight. In use : the industrial take only 15% of a tree (its branches, bark and sawdust), the rest (the heart) is used to make frames or furniture. This allows you to highlight the value of our forests by finding them opportunities. The forest needs to be cultivated : a tree grows stores one ton of CO2 per m3 (then it rejects). 79% of waste wood are valued : 57% other materials and 22% in energy.

When it comes to communicating a message (to a client for example), the paper and the digital are they substitutable ? Do they have the same effect, the same efficiency ?

It is no longer in effect object to the digital print. The digital has the speed, immediacy, immediate information. The paper remains the guarantor of the attention, deepening the knowledge and respect towards the one who receives the message.

What do you think is the future of paper in the business communication ? It has, as elsewhere declined, but also seems to take new forms : haul premium, “magalogues”…

It is not necessary to confuse return on investment and services to the public. The dematerialization of the mail, bills, catalogs, first allows companies to make immediate savings, while dressing it in “preservation of the environment”. But some brands are also investing on the paper, simply because it captures the attention ! ll caters to our five senses, including touch, the most archaic and the most intimate of them. Turn the pages of a book, a catalogue and a newspaper is a sensory experience that registers the read information in the memory of the body.

Read our complete file

customer Communication

to appeal To, and explain, Nespresso relies on the paper [Best-of] re-live the conference “Challenge-think of the dematerialization, re-think the communication” [VIDEO] Interview : Yves Xemard (Post)

the future of The paper can also go through its “hybridization” with the digital ? field of innovation, it seems promising ?

secure printing to printing of electronic and/or connected to, the materiality of the cellulose is a technical support rich in innovations, in particular, to substitute for the plastic. Printed electronics finds its applications (walls, conductive or insulating, etc.) and secure prints meet the challenges of today (counterfeiting, traceability…). It is by adding properties that digital tools and connected that the material of paper is still the best guarantor of the integrity and security of the contents.