Recycled Knowledge

I’d be hard pressed to say that any changes in the postal rates could be turned into a positive. But I can make a case that embracing recycled paper (or its environmentally friendly alternatives) can enhance your business in spite of the perceived cost premiums.

First, it’s important to note the recent changes in paper supply policy made by Limited Brands (Victoria’s Secret catalog) and Williams-Sonoma (Pottery Barn, Hold Everything! catalogs). Limited Brands, which mails up to 1 million books a day, became the target of a well organized environmental group called Forest Ethics—an organization you should familiarize yourself with. Forest Ethics’ campaign against Limited Brands, which it called “Victoria’s Dirty Secret,” eventually forced the cataloger to overhaul its entire paper procurement policy and add additional environmentally friendly product to its books.