For Customer Intelligence Professionals

Primary Analyst Photo	Document Information	Rate this Document
	April 18, 2008 Direct Marketing Needs A Green Wake-Up Call Environmental Colorblindness Could End In Regulation by Dave Frankland with Sarah Glass, Cliff Condon, Jennifer Joseph

This is an excerpt

Executive Summary

Consumer concern for the environment has risen considerably over the past few years. Consumers consider not only their own practices but also the actions of companies with which they interact. Piles of unread catalogs and credit card offers make direct marketing an easy target for criticism. To understand how direct marketers are affected by green concerns, we surveyed 55 direct marketers about their current practices. We found that most largely neglect green issues and rarely consider their environmental impact. And yet, as lawmakers consider legislation to cut down on direct mail, direct marketers want to self-regulate.

TABLE OF CONTENTS

• Direct Marketers Ignore Green Concerns

RECOMMENDATIONS

• Embrace Environmental Concerns To Avoid Regulation
• Supplemental Material
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.