The printing industry has, since the expansion of digital media, been held especially accountable in sustainability. Whether this comparison between print and digital media is fair, valid, appropriate or not is no longer relevant. The practical truth is that sustainability is now expected in the printing industry. In order to succeed, printers must demonstrate their commitment to decarbonisation, efficient resource use and sustainability reporting among their many other duties and priorities. Sustainability, however, is also an opportunity within the industry, it is a new competitive dimension on the business landscape. Those who do so successfully add another advantage and differentiation in an increasingly homogenous market.