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| Is your direct marketing effort going for the green or going for the gold?
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Companies today are staring down the barrel of bigger decisions than ever before. When we have to focus on ROI with every mail piece that goes out, “green” decisions about paper choice and printing don’t often become a priority. Keeping up with the rapidly changing paper and print environment is even challenging for print professionals. Paper company acquisitions and consolidations aside, technology and printing are changing faster than postal regulations. The upside to all this is that “going green” can be a lift to your company in several ways. Green management decisions can preserve the environment while reducing operating costs, improving employee productivity, and lowering health care costs. Workers are more productive and have pride in working for a company that promotes a healthier environment with cleaner air and fewer chemicals. If every marketing department in the country were to measure its ecological footprint and strive to make better, more educated decisions for its customers, we could make a profound ecological impact in many areas of business. Better-informed marketing decision-makers would give their company, their customers and their communities something to be proud of while improving business practices, profit and morale all at the same time. Global statistics indicate that if all biologically productive land and sea were totaled and divided by the number of people on Earth, each person would have 4.5 acres to feed and clothe themselves. However, current estimates are that the average American footprint is 24 acres. That alone should be a motivation to become better informed on issues that pertain to purchasing of paper and other subjects associated with green or eco-friendly industry standards, post-consumer waste and on and on. There are signs that consumer and corporate wisdom is improving. Paper recovery has more than doubled since 1998. In 2005, more than 51% of paper consumed in the U.S. was recovered for recycling. Your print professional can help guide you through the process of making more intelligent decisions that your company and your customers will appreciate. Get smarter with the facts, decisions on paper, improved printing standards and the positive impact on your direct marketing. Sources: TAPPI AF&PA http://www.unisourcegreen.com/Paper_GreenFinder.asp http://www.environmentalpaper.org/ http://www.environmentalpaper.org/PAPER-statistics.html http://gtresearchnews.gatech.edu/reshor/deink.html http://www.neenahpaper.com/NEENAHGREEN/index.asp?ft=Home http://www.lenntech.com/Pulp_and_paper_industry_water_treatment.htm Related subjects and issues: Forest Stewardship Council and Certification Carbon Neutral Chlorine Bleaching Issues Virgin Fiber Bleaching Responsible Fiber Sourcing Maximizing Recycled Content Minimizing Consumption Clean Production Chain Of Custody Certification Green-E Certification Renewable Energy Credit (REC) Verified Emission Reduction (VER) Credit |
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