Cutting the cost of green

What will your customers do if you offer them a ‘green’ substrate like Ilford’s BioMedia for the same price as a more traditional product? Will they bite your hand off? I guess that’s what Chris Bailey of QPS is hoping (given that he is selling it “at the same price point as comparable products,”) and it would seem a likely scenario, but the environmental issue is a tricky one as we know. Price is certainly a sticking point, so if that’s no longer a worry will we see massive conversion to more environmental materials? We’ve seen other pretty competitively priced ‘sustainable’ media but they don’t seem to appear all that frequently on the spec sheet…