31 Jan. 2024: New research by James Cropper, a leader in Advanced Materials and Paper Products, has highlighted a shift in the way businesses celebrate key moments with customers and stakeholders alike.

Evolving preferences among C-suite executives and directors are driving a growing consciousness towards sustainability and purposeful communication.

Traditionally, leaders would send greeting cards to their stakeholders to show gratitude and support during the year, particularly at Christmas. However, research conducted by the papermaker with 500 C-suite executives and directors shows that this practice is changing.

Leaders are looking for more sustainable options. Almost a third[1] of the 500 respondents expressed a preference for corporate greeting cards that also have a secondary purpose, a sentiment well-aligned with James Cropper's dedication to sustainable growth.

Despite society’s rapid digitisation, 15% of executives found digital cards to be a poor substitute for traditional greetings, underscoring the enduring appeal of tangible, tactile experiences and challenging the assumption that digital alternatives are universally well-received.

Jordan Scott, Marketing Communications Manager at James Cropper, says: “As leaders in innovative paper solutions, we recognise the need for purposeful and sustainable choices in today's business landscape. The research we’ve undertaken shows that this extends to all communications of the business, including the greeting cards that are sent.

“We recently partnered with Hallmark to create a corporate greeting card which symbolises hope, a fresh start, sustainability, and innovation. The card has been designed for second use as decorative floral ornament or thank you piece, allowing for a perpetual sentiment that extends beyond the confines of a few weeks and is a gift that could last a lifetime.”

Working with Hallmark Cards UK to create the ‘New Beginnings’ card marks the first time James Cropper has partnered with a customer for its annual greeting to all of its stakeholders.

The latest project reaffirms the long standing partnership between James Cropper and Hallmark after the papermaker created a card collection using waste from disposable coffee cups. driving forward sustainable alternatives to make an impact. As two, family businesses with innovation and caring at the heart of their values, the companies are working towards a world that’s less wasteful and more beautiful.

Eve Gray, Creative Development Director, says: “Continuing to build our relationship with James Cropper through this collaboration, has really demonstrated the possibilities of thinking differently and collectively. With innovation and caring as core values for both companies, that synergy led to an exciting project with sustainability and creativity at its heart.”

Jordan concludes: “Our latest collaboration with Hallmark showcases the capabilities of our partnership and our excitement for the future. In today’s world, we must be agile and adapt to a continual changing landscape and this project demonstrates one example of how we are doing this.”