Magazine article Marketing

DIRECT: DMA Agrees Targets to Cut Direct Mail Wastage

Magazine article Marketing

DIRECT: DMA Agrees Targets to Cut Direct Mail Wastage

Article excerpt

The Direct Marketing Association (DMA) has signed an agreement with the government to increase pressure on the marketing industry to improve recycling of what consumers commonly perceive as 'junk mail'.

The news is a call to action for clients and agencies to ensure that they introduce measures to discourage waste, and reduce volumes of direct mail by targeting consumers more accurately.

The DMA has set targets for the industry. If it fails to meet these, it will mean the end of self-regulation. The body will lobby the industry to improve its operations, push local government to provide more recycling facilities, and encourage consumers to use them.

Its commitment to reducing the volume of direct mail that ends up in landfill has necessitated ambitious targets. Currently, 13% of DM material is recovered for recycling. The DMA intends to grow recovery to 30% by the end of 2005, 55% by 2010 and 70% by 2014.

The initiative will be supported by a national consumer awareness ad campaign this autumn, for which the DMA has tied up with Planet Ark - a not-for-profit organisation dedicated to generating awareness of environmental issues. …

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