News
Dare to Dream
Green
True, more marketers are looking for the green —
working hard to make their product or their message
more environmentally sensitive. In recent years,
“green marketing” has exploded in popularity among
companies big and small. More and more, direct
marketers are upping the recycled content of their
paper,
cleansing their databases faster than ever
before and encouraging more consumers to toss
unwanted fliers, envelopes and catalogs into
recycling bins.
“It’s very clear that all of our members and board
members see how important this issue is,” says Pat
Kachura, senior vice president of social
responsibility for the Direct Marketing Association.
Last year, Deliver began addressing the
environmental impact of direct marketing in our
first “green” issue. Now, as we return to the
subject in our second eco-themed issue, we are
finding still more examples of marketers making
full-on commitments to green marketing. And they are
having an effect. How? Well, consider the impact of
a few of the recent achievements cited below:
• 3 percent savings on paper quantity, the result of
reductions in mailer sizes, spared nonprofit group
Consumers Union more than $250,000 over three years.
• 375 million paper pages were saved in 2007 when
MetLife began mailing directories and periodicals on
CDs instead of paper.
• 930 million pieces of unwanted mail were
eliminated last year by the 1,500 marketers using
the DMA’s Mail Preference Service.
---Source: USPS Deliver Magazine
April 15, 2008 issue. www.delivermagazine.com
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