Direct Marketing Needs A Green Wake-Up Call

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.