DMA publishes plan for greener direct mail

The Direct Marketing Association is to unveil an environmental pledge scheme to encourage organisations that use direct mail, including charities, to become more environmentally friendly.

Rosemary Smith, chair of the DMA, made the announcement in a discussion explaining her outlook for 2008, which will be posted as a video clip on this week.

The national environmental pledge will contain simple principles that members and non-members can sign up to. They include making sure that any materials produced are recyclable and that more is recycled, and letting consumers know that direct mail packs have been produced using recyclable materials such as vegetable dyes.

“We have some very tough targets for 2009 from the Department for Environment, Food and Rural Affairs, so we have to increase the amount of recyclable material that is being used by the industry,” said Smith.

The DMA also wants charities to gauge their environmental impact and commit to improving this impact in the future.

“The idea is to create a simple pledge – an effective way for companies to put up their hands and say ‘Yep, we’re in. We are in sustainable marketing, we are in for the long term and we want to improve our environmental impact’,” said Smith.

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