Environmentally-conscious customers increasingly concerned by marketing methods
Posted by Neil Davey in Marketing on Fri, 08/10/2010 - 01:31
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With customers becoming increasingly sensitive to environmental issues, marketers have been warned that consumers are taking an increasingly dim view of paper-based marketing and polythene-wrapped mail.
A new consumer study by the Direct Marketing Association (DMA) and fast.MAP, in conjunction with ONEPOST, found that over a third of respondents believe that unpersonalised leaflets, coupons and direct mail were more harmful to the environment than newspapers and supplements, while 69% of respondents considered email to have the least environmental impact.
The Sustainability Tracking Study, which monitors how environmental factors influence consumer brands and products, highlights widely held myths about the environmental impact of direct mail and door drops versus digital communications and other paper based communications such as newspapers and supplements.
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