Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association
DMA Encourages Catalog & Direct Mail Recycling
The Direct Marketing Association
(DMA) has launched a major new initiative to encourage consumers to recycle
catalogs and mixed paper. Beginning this summer, DMA member companies, which
represent many of the country's leading brands, will be adding "Recycle
Please" logos to their catalogs and direct mail pieces.
"While Americans are recycling more paper each year, the recycling rate for mixed paper remains well behind the recovery rates for other types of paper," said Patricia Kachura, DMA's senior vice president for ethics and consumer affairs. "We want to help make sure that number goes up. People know to recycle newspapers, but they may not be aware that catalogs, magazines, mail, and office paper should also go into the recycling bin in most communities."
DMA's new campaign, announced
today at the Annual Conference for Catalog and Multichannel Merchants (ACCM)
in Boston, provides DMA members with an easily recognizable "Recycle Please"
logo to include on the catalogs and direct mail pieces they create. The logo
also directs consumers to the Association's http://www.recycleplease.org/
Web site, where they can find information, helpful tips, and resources on
DMA President & CEO John A.
Greco, Jr. encouraged the Association's corporate and nonprofit members to
embrace the new logo. "At the organizational level, marketers have a
responsibility to consider environmental performance. But we also have a
unique opportunity in that we interact directly with consumers on a daily
basis, and can use that ability to let people know what they can do in their
homes and businesses to help care for our environment."
"DMA's Recycle Please campaign is
a great example of what can be achieved when government, businesses, and
individuals work together to address problems and seek creative solutions,"
said Susan Bodine, assistant administrator for the EPA's Office of Solid
Waste and Emergency Response. "We have made great strides in recycling over
the past decade, but mixed paper is one area where we would like to see
improvement. This effort by the marketing community to increase consumer
awareness is an important step in the right direction."
Some facts about
advertising mail and paper recycling:
Rod Lowman, president of the Abundant Forests Alliance, praised the DMA initiative. "The paper and wood products industry is pleased to see DMA and its member companies stepping up to take a leadership role in promoting recycling. While U.S. forests remain abundant and growing, recycling is still a good way to stretch our forest resources. Promoting recycling is an important part of successful forest management and a great way for people to act today to help conserve our resources for tomorrow."
The campaign was developed by DMA with the assistance of the Association's member-driven Committee on Environmental and Social Responsibility. Some of the DMA member companies that have already committed to supporting the Recycle Please Campaign include:
- Adam & Eve - GTM
The Direct Marketing Association (http://www.the-dma.org/) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end- to-end direct marketing process. Founded in 1917, DMA today represents more than 3,600 companies from dozens of vertical industries in the US and 50 other nations, including a majority of the Fortune 100 companies, as well as nonprofit organizations.
In 2006, marketers -- commercial and nonprofit -- spent $166.5 billion on direct marketing in the United States. Measured against total US sales, these advertising expenditures generated $1.93 trillion in incremental sales. Last year, direct marketing accounted for 10.3 percent of total US GDP. Also, there are today 1.7 million direct marketing employees in the US alone. Their collective sales efforts directly support 8.8 million other jobs. That accounts for 10.5 million US jobs.
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