A few years ago, simply stating at the bottom of a brochure that it had been printed on paper sourced from sustainably managed forests might have been enough to make you a virtuous player in sustainable development. Not anymore. Whether it’s for POS, retail furniture, packaging, print communication or media objects, the equation now includes the origin of the materials, where they were manufactured, the route they took to reach the production site, the processing method and the energy expended, the working conditions of the workshop’s employees and, of course, the use to which the product will be put. When it comes to sustainable creativity, nothing can be all black and white. A gray zone is emerging, where each project must first and foremost be environmentally coherent right from the design stage, before finding the right material for the right use. There are no materials that, ex-nihilo, would be good or bad for the planet, but there are some that are more judicious than others, depending on the project. Eco-design is a constant balancing act between eco-responsibility, budget and the constraints inherent in each project. Introduction.