The green movement today is not so different from the way our eyesight changes around age 40. We go happily along taking our near-sightedness for granted, and then one day, we notice that we have to hold the paper a little bit farther away in order to see it clearly. That's where the industry is right now -- moving the whole notion of greenness beyond the tips of our noses, beyond discussing the virtues of recycling and specing PCW paper.

Marc Alt, president and founder of Marc Alt + Partners, a design, research and brand strategy agency dedicated to sustainable innovation, will bring his experience and insight to the next PaperSpecs Webinar, "Far-sighted Sustainability," on September 16, 2008. For more information on how to register for the webinar, go to www.paperspecs.com.

Webinar Details
As guest speaker, Alt will dig into the paper industry's accelerating move toward a more far-sighted approach to sustainability and bring this shift in thinking, designing and marketing to light. Participants will hear about:

* How paper mills are making use of their waste products to produce energy;
* Product life cycle analysis;
* The concept of a cradle-to-cradle life cycle and certifying it;
* How paper mills are reducing