We Can Do Better

Lately, I’ve been sensing a trend developing that may soon envelope the catalog industry. It’s not a new issue, but one that has, for various reasons, been put on the back burner by the public in recent years. I’m seeing a renewed consciousness among Americans about ecological issues.

Here are some of the signs: In March, the City of Boston began a promotional program to compel city residents to recycle more magazines and catalogs. And ForestEthics, a San Francisco-based environmental group, has started advocating that the catalog industry use more recycled paper.

Good environmental advocacy, however, looks beyond just paper usage. A study conducted by the U.S. Postal Service and cited by Jerry Cerasale at The Direct Marketing Association found that Americans who shop by catalog instead of driving to shopping centers save the environment 24,000 tons of carbon dioxide emissions annually and 4,000 tons of nitrous oxide emissions.

Moreover, the study found that remote shopping saves a whopping $100 million a year in gasoline purchases. Sen. John Kerry — who is on the presidential stump advocating energy independence for America — should be shouting: “Save gas! Buy by catalog!”

All of that said, however, could we as an industry do better when it comes to environmental issues? Most assuredly yes. In the past decade there hasn’t been an overwhelming hue and cry from the American populace to use recycled paper or packaging, and so many catalogers have shunned such products, even when they were readily available. But it may be time to rethink that decision.

Here are some other things we could do: To avoid wasted mailings, Cerasale advocates that catalogers remember direct marketing basics such as scrub your customer lists and use more targeted offers. And I agree with his contention that catalogers should encourage recipients to recycle by putting the words “Recycle Me” on, say, back covers — a gentle reminder to the public that discarded catalogs need not be mere landfill.

Back in 2001, John Emrick, CEO and chairman at Norm Thompson catalogs, told me: “Adopting environmental awareness now can be seen as a defensive business measure for the future.” Here we are in 2004, and his words ring with an eerie prescience.

As an industry, we already help the environment a lot, but there is no question that we could do more.