An Post urges firms to cut marketing carbon footprint

Step-by-step guidelines to cut carbon footprints were launched today for direct marketers.

The handbook – from the Irish Directing Marketing Association (IDMA) and An Post – highlights the environmental responsibilities of direct mail campaigns.

'Six Steps to Reduce Your Mailing Carbon Footprint' urges companies to focus on their target customers, use environmentally friendly wrapping, paperwork, and printing, and go online.

Tánaiste Mary Coughlan said the guidelines were a welcome initiative.

“Both organisations are demonstrating leadership and responsible practise, investing significant time and resources to improve their environmental performance, and that of their members and subsidiaries,” she said.

“This Government is fully committed to a green agenda.

“Working together with industry, we want to see all forms of waste minimised, including that resulting from direct marketing activity. A voluntary approach like today’s initiative allowing the maximum opportunity to develop ways of increasing recycling and reducing waste, which is our collective goal.”

IDMA’s Stephen Stynes said direct marketing was a powerful medium which gets results.

“Customers appreciate meaningful, relevant mail, particularly when it offers special rates,” he said.

“IDMA members and our mail partners at An Post believe that today’s initiative is a blueprint for eco-friendly business practice.”