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
-- 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
"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."
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.
The Power of Direct: Relevance. Responsibility. Results.
SOURCE Direct Marketing Association