How sustainable is mail really? This session tackles the myths and realities of sustainability in print and mail, cutting through assumptions and greenwashing with practical, evidence-led insight. Led through the PrintGreen lens, an industry initiative helping brands and agencies make more sustainable print choices we'll explore material innovation, responsible sourcing, recyclability, and what credible carbon measurement actually looks like in practice. We'll also look at how better targeting, smarter formats and transparent supply chains can reduce impact without sacrificing creativity or results. The session will leave brands with clearer confidence on how mail can play a genuine role in a modern, sustainable communications strategy.