DMA Asks Marketers to Benchmark Environmental Performance

May 23, 2007, 01:00 ET from Direct Marketing Association

    BOSTON, May 23 /PRNewswire/ -- Recognizing that making environmentally
 responsible decisions is increasingly important from a social, economic,
 and business perspective, the Direct Marketing Association's (DMA) Board of
 Directors has enacted a resolution earlier this month calling on its
 members to consider the implementation of numerous business practices that
 are well understood to deliver environmental benefits.
     "As a society, we must embrace sustainability as a business concept and
 objective. For marketers, environmental awareness, profitability, and
 meeting customer needs aren't mutually exclusive goals. In fact, they can
 actually complement one another," said DMA President & CEO John A. Greco,
 Jr. "We have a blueprint toward sustainability that can help deliver a
 profound impact on direct marketing's environmental footprint. We are
 rallying our diverse membership of companies and nonprofit organizations to
 consider these practices, and take on the internal planning necessary to
 achieve these goals."
     During the next year, DMA expects its members to establish internal
 measurements to benchmark their progress. In June 2008, the DMA Board will
 establish target goals for marketers in the following key areas and set
 timetables for measuring success.
     -- Paper procurement and use
     -- List hygiene and data management
     -- Mail design and production
     -- Packaging
     -- Recycling and pollution reduction
     In its resolution, DMA outlined 15 specific practices within these key
 areas that marketers should consider - everything from purchasing paper
 from sustainably managed sources, to keeping mailing lists accurate and
 up-to-date to reduce waste, to making more environmentally-conscious
 choices for packaging materials.
     DMA's Committee on the Environment and Social Responsibility evaluated
 more than 100 environmental practices before deciding upon the 15
 recommendations reflected in the DMA Board resolution. A full list of
 practices is reflected in the recently announced DMA Environmental Planning
 Tool (
     "The scope and complexity of the environmental issues that we face -
 both as marketers and as a society - are enormously challenging," said
 Patricia Kachura, DMA's senior vice president for ethics and consumer
 affairs. "I'd like to commend the committee members for their work in
 creating workable, effective recommendations that companies involved in all
 aspects of the direct marketing process will be able to embrace."
     About DMA
     The Direct Marketing Association ( 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.
     The Power of Direct: Relevance. Responsibility. Results.

SOURCE Direct Marketing Association