Target Marketing recently published an article titled “The Return of the Green Mail Debate,” which I wanted to share. The article’s premise is that during this economic downturn, sustainability is less important to marketers, and that once the economy rebounds there will be more interest from companies in being green in their marketing efforts.
I believe this message is a short-sighted one. As I have written over the past couple years since the economy started to dip, companies that slash their commitment to sustainability to cut costs will suffer long-term consequences with customers who are increasingly demanding that organizations they buy from do business in socially-responsible ways.
The writer, Ethan Boldt, does try to segment marketers into various buckets, based on their (or their customers’) interest in sustainability and how this impacts their marketing decisions:
- Marketers and organizations that do not care about green, regardless of the economy
- Organizations that always care about green, regardless of the economy
- Marketers that care about green, depending on their target markets
I do agree that sustainability is more important to certain companies than to others, depending on the markets that they serve. However, the writer and some of his subjects imply that a barrier to “green mail” usage is due to its higher cost structure and that only once economy rebounds will it make a comeback. This article fails to mention that people can be greener about their mail without it costing their organizations any more money. The fact that people can use wind power, soy-based inks (if printed offset) and certain types of recycled paper without any additional cost, is crucial to understand, as there is a rampant misperception in the marketplace that going green costs more. If people work with the right production partner, they can go green in a way that does not have a negative impact on the bottom line.
Marketers need to be sensible about watching expenses, especially when the economy is still weak. However, if there were better education in the marketplace (from the U.S. Postal Service, the Direct Marketing Association, etc.) about ways to go green at no extra cost, I am confident that not only would marketers make more sustainable choices, but customers would come to expect that mail be done in a green way. These would be positive developments, and would help ensure that direct marketing leaves less of a footprint on our fragile planet moving forward.