Traditional outdoor media has an enormous impact on our environment
In the EU, each year the outdoor media industry consumes a staggering amount of resources. Just the paper consumed alone equals a one meter wide piece of paper that wraps the plant 3.9 times. Paper posters have an average life cycle of just 12 days. Though paper posters and billboard banners can be downcycled and turned into insulation for instance, due to the high saturation of inks they are rarely "recycled".
Digital screen do not use paper, vinyl or plastic film but they do consume enormous amounts of electricity. Each two meter screen consumes as much electricity as 2 average european homes. As each object has at least two screens, each object is consuming as much electricity as 4 average homes. To put that into perspective, in Amsterdam there are now 600 digital objects consuming as much electricity as 2400 Dutch homes!
Natural-media by contrast uses no paper, no inks, does not consume electricity to front or back light and it generates very little waste. It is not perfect by any means but it is dramatically better.
For companies interested in Circular Economy solutions, almost all prints can be made from recovered waste streams. Producing special materials to print with does require an extra effort but as you can see from the video below, brands can produce communication messages that are made entirely from waste materials in this case Heineken's own disposable glass bottles.