Creative Review's 2007 April issue was all about sustainability in design, and to enforce this they made the issue with no cover to save on paper, and instead placed it inside a biodegradable bag. I think when talking about or designing anything to do with sustainability, even if it is just to inform, it is important to practice what you preach with your production methods.
The article about this issue goes on to talk about our role as designers in keeping a sustainable environment, we are the make-up artists and storytellers of brands. Many brands use 'greenwashing' and create an eco image, that is not necessarily accurate. It is both the consumers role to spot these brands and the designers responsibility to make truly green products as desirable as their counterparts.