News & Events

Direct marketing 'should be greener'

Date posted:

16th May 2008

Direct marketing campaigns should be tailored to reduce waste, an expert has said.

Marketers are not doing enough to help the environment by reducing junk mail, one expert has claimed.

Writing for Mycustomer.com, Robert Rijkhoff of Stop Junk Mail said that because the direct marketing industry has been self-regulated, it has got away with sending vast amounts of unsolicited mail to consumers who have not opted out.

He said that marketers could and should do more to cut the amount of waste produced and to ensure that more recycling is carried out.

Mr Rijkhoff pointed to a scheme in the Netherlands whereby people can choose not to receive junk mail by putting a sticker on their door as one example that could be used in the UK.

"Giving people the option to say no can really be that easy. The Dutch system is good for consumers, good for the environment and good for bulk mailers," he said.

Each year, 78,000 tonnes of junk mail are generated in the UK, wasting 17 trees, 7,000 gallons of water and 390 gallons of oil, according to Neath Port Talbot county borough council.

If opting-out was made easier, junk mail could be reduced and products could be marketed more effectively.

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