When our Sustainability Manager, Channelle Ross, took the stage at the POPAI Sustainability Seminar on 19th November , it marked a significant moment – not just for McGowans, but for the retail display industry as a whole.

The half-day seminar at Radisson Blu, Dublin Airport, brought together industry leaders, material innovators, and sustainability experts to tackle a critical question:

How can retail display and print contribute to – rather than hinder – the journey to Net Zero Energy?

Why This Conversation Matters Now

The retail sector is under increasing pressure to reduce its environmental footprint. With regulatory frameworks tightening across Europe and consumer expectations evolving, sustainability is no longer a “nice-to-have” – it’s a business imperative.

Lidl’s Net Zero Energy Store initiative, exemplified by Ireland’s first Net Zero Energy supermarket in Maynooth, represents the kind of ambitious, measurable commitment that’s reshaping the industry. But achieving Net Zero Energy isn’t something a retailer can do alone. It requires collaboration across the entire supply chain, including print and display partners.

As Channelle highlighted in her presentation: “This project created a foundation for measurable, evidence-based sustainability. Being able to directly compare carbon data across materials gave Lidl and McGowans the insight needed to make low-carbon choices based on facts not assumptions.”

The Lifecycle Challenge: From Design to Disposal

One of the seminar’s recurring themes was the importance of considering sustainability throughout the entire lifecycle of retail display:

1. Design Phase: Where Sustainability Begins

Sustainable display doesn’t start in production, it starts at the briefing stage. Mark Sutherland from CGL Retail Solutions emphasised a “Material Mindset” approach with their Kilkenny Design case study, demonstrating how designing for reuse and adaptability can dramatically reduce waste.

At McGowans, we work with clients to:

2. Material Selection: Cutting Through the Noise

The panel discussion “Deep Dive into Sustainable Materials” hosted by Steve Lister, with Brett Martin and Material Solutions, tackled perhaps the most confusing aspect of sustainable display: Which materials truly deliver sustainability, not just claim it?

The reality is complex. A material marketed as “eco-friendly” might:

3. Production: Where Technology Meets Responsibility

Energy-efficient production, waste reduction, and responsible sourcing are non-negotiable in modern print manufacturing. McGowans has invested in:

4. End-of-Life: Closing the Loop

Martin Kingdon, Chair & Sustainability Director at POPAI, addressed a critical question: Why measure the environmental impact of your displays?

The answer is simple: You can’t improve what you don’t measure.

Understanding the end-of-life fate of display materials is essential for:

‘For the Net Zero Energy store, we shifted away from our traditional PVC and Foamex substrates and replaced them with Priplak and cardboard, which are both fully recyclable materials. These alternatives allowed us to maintain the same visual quality and functionality while significantly lowering the carbon impact. All the materials selected were recyclable and aligned with Lidl’s sustainability requirements.’

The Truth About Sustainability in Retail

Steve Lister, Head of Global Sustainability at POPAI, presented “The Truth about Sustainability in Retail” – and the truth isn’t always comfortable.

The key takeaways:

‘The most significant measurable outcome came from the material swaps. By replacing PVC and Foamex with Priplak and cardboard, several signage categories saw carbon reductions greater than 50%. These reductions were backed by tangible data and clear comparisons, which was a major part of how we validated the impact. Every material used was fully recyclable, which aligned with Lidl’s overall Net Zero Energy strategy.’

Case Study: Lidl’s Net Zero Energy Store Initiative

Lidl’s approach to their Net Zero Energy Store, including Ireland’s first Net Zero Energy supermarket in Maynooth – demonstrates what’s possible when retailers set ambitious targets and work collaboratively with partners.

McGowans Print was proud to provide sustainable signage solutions for the Maynooth store, working closely with Lidl’s sustainability team to ensure every element aligned with the store’s environmental goals.

Channelle emphasised that achieving Net Zero Energy requires: ‘One of the main challenges was ensuring that every material aligned with Lidl’s sustainability criteria without compromising the durability, function, or visual brand standard. We had to test new substrates, validate that they performed well, and make sure our print processes supported them. Another challenge was coordinating transparent supplier data making sure Lidl had the clear, tangible evidence they needed to stand behind the sustainability claims of the store. Managing that flow of accurate data was essential.’

What the Industry Needs to Move Forward

Based on the discussions at POPAI’s seminar, several clear priorities emerged:

1. Standardised Measurement

The industry needs consistent methodologies for measuring environmental impact. Without standards, comparing solutions becomes impossible.

2. Infrastructure Investment

Even the most recyclable materials are worthless without collection and processing infrastructure. This requires coordination between manufacturers, retailers, and waste management systems.

3. Education and Transparency

Both suppliers and buyers need better education on sustainable materials. Marketing claims must be backed by data.

4. Economic Viability

Sustainable solutions must make business sense. The seminar demonstrated that sustainability and profitability aren’t mutually exclusive – but the business case needs to be clear.

5. Cross-Industry Collaboration

Events like POPAI’s seminar prove the value of sharing knowledge, challenges, and solutions across the industry.

McGowans’ Commitment: Beyond Compliance

For McGowans, sustainability isn’t about ticking boxes – it’s about continuous improvement and genuine partnership with clients.

Our approach includes:

Transparency: We provide detailed environmental data so clients can make informed decisions and accurately report their own impact.

Innovation: We actively invest in new technologies, materials, and processes that reduce environmental impact without compromising quality.

Collaboration: We work alongside clients from the briefing stage to ensure sustainability is built into every project.

Measurement: We track and report on key environmental metrics to demonstrate progress and identify opportunities.

Education: We share knowledge with clients, helping them navigate complex sustainability decisions.

‘It was a very meaningful project to be part of. Working on Ireland’s first Net Zero Energy grocery store showed how the sustainability work we’ve been doing internally translates into real, tangible impact for our clients. It was something I was genuinely proud of not just because of the store itself, but because it demonstrated how much influence suppliers can have when sustainability is built into the process from the beginning.’

Watch Channelle’s full presentation here. 

Looking Ahead: The Future of Sustainable Retail Display

The conversation at POPAI’s seminar made one thing clear: The retail display industry is at an inflection point.

Regulations will tighten. Consumer expectations will increase. Technology will advance. And companies that lead on sustainability will have a competitive advantage.

For print and display partners, the opportunity is significant. Retailers need suppliers who can:

At McGowans, we’re committed to being that partner.

“Partnerships like this redefine how progress is measured not by claims or campaigns, but by shared data, aligned action, and tangible results”

Key Questions for Your Business

As you consider your own sustainability journey in retail display, ask yourself:

Join the Conversation

The POPAI Sustainability Seminar reinforced that progress requires partnership.

Whether you’re a retailer working toward Net Zero Energy targets or a brand looking to reduce environmental impact, McGowans is here to help you navigate the complexities of sustainable display.

Ready to discuss your specific challenges? Contact our sustainability team for a consultation on how we can support your goals.

Follow our journey: Connect with Channelle Ross on LinkedIn to stay updated on sustainability innovations and industry insights.

About the POPAI Sustainability Seminar: The event brought together industry leaders including Lidl Ireland, CGL Retail Solutions, Brett Martin, Material Solutions, and POPAI to share best practices throughout the entire lifecycle of display. McGowans Print was proud to contribute to this essential industry conversation.