Thanks to current recycling practices, paper waste has become an issue, the general population is reasonably aware of. However until today, especially the media industry in the EU produces big amounts of paper that goes to waste and thanks to the use of colours and coating, it is very difficult to be recycled.
Last year in the EU the outdoor media industry consumed over 150,000,000 m2 of paper. That’s a one meter wide piece of paper that wraps our planet 3.9 times. The paper cannot be recycled and the average life cycle is 12 days.