When is an LCA not an LCA?

We all know that "eco-friendly" has become a popular term in the print industry. The trouble is, without proper verification, these claims can range from rigorous scientific assessments to marketing optimism with a spreadsheet.

So how do you tell the difference? How do you identify a credible Life Cycle Assessment from a questionable one?

When evaluating eco-friendly print media, you're looking at three key credentials: material sourcing (is the recycled content claim legitimate?), fire safety (does it meet regulatory requirements?), and environmental impact (can you prove it's actually better?).

Global Recycled Standard (GRS) certification is your proof that recycled content claims aren't just wishful thinking. GRS tracks the entire chain from source to finished product, verifying percentages and ensuring environmental criteria are met throughout. If a supplier claims recycled yarn, GRS certification confirms they're not just saying it for the brochure.

EN13501 fire rating remains non-negotiable. The B s2 d0 fire rating means limited combustibility, limited smoke, and no flaming droplets - exactly what you need for building wraps, exhibition graphics, or anywhere really, because fire safety matters.

But here's where many sustainability conversations miss the mark: material credentials tell you what a product is made from. They don't tell you what its actual environmental impact is. For that, you need an LCA - and more importantly, you need to know how to recognise a credible one.

A cradle-to-gate Life Cycle Assessment should be an environmental audit of a product's entire journey from raw material extraction through to the factory gate - quantifying energy consumption, greenhouse gas emissions, water usage, and environmental impacts across every stage of production.

The LCA methodology should follow ISO 14040 and 14044 standards, which means it's systematic, comprehensive, and reproducible. No hand-waving about being "better for the planet" - just standardised, comparable data you can actually use.

Here's the crucial bit: a properly conducted cradle-to-gate LCA should provide a comparison against a functionally equivalent product from the same manufacturer. This is important because it eliminates all the variables that can make industry comparisons questionable.

When comparing products, look for assessments that use comparable manufacturing efficiency, energy sources, transport distances, and production standards. Otherwise, you might be comparing apples to oranges - or worse, comparing a locally-made product to one manufactured overseas with completely different production methods.

A credible cradle-to-gate LCA should measure everything:

• Raw material extraction and processing
• Material sourcing (virgin versus recycled content)
• Manufacturing processes
• Transport of materials
• Auxiliary materials and packaging

The total figures should give you a carbon footprint in kg CO₂ equivalent per square metre - and critically, a reliable percentage reduction when assessed using identical methodology against a truly comparable product.

This is data you can actually work with. When clients ask about carbon footprint, you can provide figures instead of vague claims. When they're working towards net zero commitments, verified LCA data become essential supporting evidence.

Not all LCA claims are created equal. Here's what to look for:

• ISO standards compliance: The assessment must conform to ISO 14040 and 14044 standards
• Independent verification: It should be conducted by an independent, accredited third party - not internal marketing departments
• Clear system boundaries: Boundaries should be explicitly defined and documented
• Specified functional unit: Usually per square metre of material, but it must be clearly stated
• Transparent comparison methodology: The reference product for comparison should be explicitly stated and genuinely comparable

Ask yourself: is the comparison meaningful? A percentage reduction against a worst-case scenario tells you less than a reduction against a genuinely equivalent product made using similar processes. Look for assessments that compare like with like.

Be cautious when you see:

• Vague comparisons to "industry average" without specifying what that means
• Comparisons to unnamed competitors from different regions
• No mention of independent verification
• Missing ISO standard references
• Unclear functional units or system boundaries
• Percentage improvements without absolute figures

These don't automatically mean the data is wrong - but they should prompt questions.

The print industry has spent long enough treating sustainability as a checkbox exercise. As environmental regulations tighten and clients become more sophisticated, the days of accepting vague green claims are ending.

Anyone can make environmental claims. But, fewer can provide GRS certification proving their recycled content is legitimate. Fewer still can produce an independently verified LCA with clear methodology showing exactly what the environmental benefit is and how it was measured.

When evaluating eco-friendly print media, demand the documentation. Ask the right questions. Look for the credentials that matter. Because without credible verification, "eco-friendly" is just another marketing term - and knowing how to spot the difference protects you from greenwashing.

For example, Biotex Banner's cradle-to-gate LCA demonstrates a 30% reduction in CO₂ emissions compared to a conventional European-made banner material manufactured at the same production facility. Biotex Mesh shows a 35% reduction compared to a conventional European-made mesh material from the same facility.

This is the kind of comparison that makes sense - same facility, same methodology, functionally identical products. It's not compared to a theoretical industry average or an unnamed competitor's product from a different continent.

Learn more about credible environmental credentials:

Biotex Banner - 450gsm knife coated banner material with verified 30% CO₂ reduction

Biotex Mesh - 280gsm knife coated mesh material with verified 35% CO₂ reduction

Find out about the offer we are running on Biotex products during February 2026 here.

Request LCA documentation and ask the right questions. Understanding what makes an LCA credible helps you make informed decisions.

It’s also important to understand that environmentally conscious products don’t necessarily cost the earth (no pun intended).