Posts Tagged ‘Michael Makin’

  • Toshiba ‘No-Print Day’ scrapped

    Toshiba America has scrapped its plans to hold a ‘National No-Print Day’ on October 23 following a sustained backlash from the global printing industry labelling the event as a ‘misinformed’ greenwashing campaign.

    The peak US printing body, Printing Industries of America (PIA), today announced that, after a conversation between its president and CEO, Michael Makin (pictured), and Toshiba USA’s senior vice president, Bill Melo, the electronics company had decided to abort its No-Print Day campaign.

    In a letter sent to PIA members early on June 21 Sydney time, Makin outlined some of his conversation with Melo and thanked everyone in the US and the global printing industry who contributed to the protest against the Toshiba initiative.

    The letter, released on June 20 (US time), reads:

    I am pleased to report that as a result of protests by Printing Industries of America, its members, and the industry as a whole, Toshiba has agreed to abort its National No Print Day!

    Last evening I had a lengthy conversation with Bill Melo, Toshiba USA’s senior vice president of marketing, services and solutions regarding its ill-conceived initiative.

    Mr. Melo was quite “concerned” with how the campaign had been received by the commercial printing industry and stressed it was never the intent of his company to disenfranchise or insult our industry. He explained that the campaign was always directed at the office marketplace where he opined there was needless waste.

    My retort to Mr. Melo was that if this was truly the case, his campaign should have been more specific. It was not promoted as “let’s save office waste day” but rather National No-Print Day. I argued this was tantamount to having a “Do Not Walk” day or “Do Not Eat” day and that the grassroots response from our industry was only to be expected.

    I reiterated our position that Toshiba abandon the notion of a No-Print day. If it wants to focus its eyes on the office marketplace, its campaign should be centered there and not by extension implicate or disparage America’s printing industry.

    Mr. Melo did commit to going back to the drawing board and assured me the promotion on its website will be removed and that any relaunch of a campaign directed at office waste will explicitly explain that this in no way references the legitimate commercial printing industry and its importance to the American economy. I thanked Mr. Melo for his swift response to our concerns but cautioned that any follow-up campaign containing misleading statements regarding paper would be subject to similar scrutiny, particularly from the paper industry. He indicated he would be making an outreach to this sector as well.

    Thank you to everyone who joined in our effort to protest this initiative. This is a major victory…”

    Australia’s Printing Industries, in conjunction with Two Sides played a major part in the local resistance to the Toshiba initiative. Printing Industries’ chief, Bill Healey, says that, “we know it [No-Print Day] has global implications, and the decision reflects the effort we all put in.”

    Kellie Northwood, national manager of Two Sides Australia, says Toshiba’s decision to abort its No-Print Day, “reflects that they have listened to their industry peers and wider community. There are times when businesses implement a flawed policy and whether it through lack of education or understanding, if that business rectifies their error this should be acknowledged.”