Environmental Sustainability

Environmental activists are encouraging the demise of catalogs by promoting the notion that consumers should opt out of receiving them and encouraging lawmakers to put do-not-mail legislation on the books at the state and federal levels. Their justification and, therefore, talking points center on the allegation that catalogs are killing trees, overwhelming landfills and wasting paper. It’s time to aggressively counter their charges. We’re calling on all catalogers to step up and publicly declare that they’re responsible environmental stewards. The catalog/multichannel community can’t sit by and let the success of one of the most beloved methods of direct marketing be tarnished by emotional

If you’ve yet to confront the challenge of measuring, reporting and improving the environmental sustainability of your printed catalog, here are six things you can do on your own to minimize the negative impact of your business. 1. Design efficiently. Combine bind-ins and ride-alongs with your catalog in a polywrap to reduce the number of separate mailings and the paper needed for those mailings. 2. Move with customers who move. According to the U.S. Census Bureau, about 14 percent of the population changed addresses last year. Nearly 33 percent of these people didn’t report their new addresses to the U.S. Postal Service, which

In the second portion of this two-part series on the environmental issues affecting the catalog business today, here are seven ways — aside from the use of recycled paper in the makeup of their books — that catalogers can make their businesses more environmentally conscious and sustainable. (For part 1, click here.) 1. Make it easy for customers to opt out of receiving your catalog and for their names to be rented to other catalogers. Most catalogers do a good job publicizing their “do-not-rent” and “do-not-mail” services. Make it easier for customers to opt for “do not mail” and to be able to not

Recently there’s been a groundswell of consumer support for sustainable business practices among marketers. And no group has drawn more ire than catalogers, whose efforts are visible to the public every day in the mailbox. Fortunately, the printing and paper industries have a wide range of tools and processes available to reduce the carbon footprint of mailings. Here are 10 key practices you should implement to make your business more sustainable: 1. Think big picture. It’s the whole supply chain, not just paper. What happens down the line starts at the design stage. Form a team and think the catalog through from beginning to

In the first part of this two-part series on the environmental issues affecting the catalog industry today, this week I look at the role recycled paper can play in helping your business become more environmentally sustainable. The hot-button issue of environmental awareness has spread to the catalog/multichannel business. Consumers are increasingly asking that their catalogs “go green.” The concept of lowering the carbon footprint, however, needs to be balanced against the economic reality of spiraling costs for catalogers. Is it possible for catalogers to “go green” without going out of business in the process? Step One’s Almost Always Recycled Paper One issue that’s

Aside from the humdrum of what a tough time this is for so many multichannel marketers, the issue of environmentalism and sustainability has easily become the topic of the year. So we made an on-the-fly change in our editorial schedule and intend to devote the cover section of our June print issue to a special report on sustainability. (You heard it here first!) Having begun editing some of the articles for that edition, I’ve been trying to put this whole movement into some sort of perspective. In the catalog business, the emergence of recycled paper dates back all the way to the beginning of

In the IndustryEye section of this issue on pgs. 12-13, you’ll find our second quarterly Catalog Success Latest Trends Report, a benchmarking survey we conducted in late November in partnership with the multichannel ad agency Ovation Marketing. This one focuses on key catalog/multichannel issues, and we’ve included most of the charts there, so I encourage you to take a look. You’ll be able to find some charts only on our Web site due to magazine space limitations. We also didn’t have the space to include the numerous comments that you — our readers and survey respondents — wrote in response to two of the questions.

The Direct Marketing Association called a special conference on Dec. 17 at its New York City headquarters to engage its cataloger members in helping take preemptive strikes against a growing number of states seeking to enact do-not-mail legislation. The first half of the more than an hour-long meeting, co-hosted by the DMA’s President/CEO John Greco and Executive Vice President of Government Affairs and Corporate Responsibility Steven Berry, served primarily to remind catalogers of the merits of catalog shopping on society and what catalogers and the DMA do to be environmentally responsible with catalogs. Then Greco and Berry described ways the DMA intends to lead

Fair Indigo, whose primary reason for being is that it sources exclusively from fair trade factories, sells nice-looking, comfortable, casual clothing primarily for upper-middle-class women. But so do a lot of other catalogers. So how is the Middleton, Wis.-based cataloger able to find prospects who’ll buy their next pair of jeans from Fair Indigo rather than more established merchants, such as J. Jill or Coldwater Creek? The mission’s the thing, of course. “Part of the process of finding who our customers were was to determine where she’d likely shop,” says Fair Indigo Director of Marketing Terry Nelson. So the cataloger developed a list of prospecting

What you’ll gain from this article: - practical guidance on developing and implementing a paper procurement policy that integrates environmental and business goals; and - a six-step process for arriving at a policy that aligns with your corporate philosophy. A catalog company’s environmental policy reflects the values of an organization and has an impact on relations with its stakeholders. Its implementation within your company will demonstrate your commitment to corporate responsibility. And it can significantly affect your company’s environmental footprint as well as its financial strength. Effective environmental policies guide executives’ decision-making in ways that have real environmental and business consequences. Following