Is the DM industry paying lip service to eco-friendly issues?

Statistics from the Direct Mail Information Service last year showed that brands send vast amounts of direct mail that only a relatively small, if profitable, number of people respond to. This has huge environmental consequences.

Printing mail on recycled paper or paper that can be more easily recycled is skirting around the edges of what needs to be done.

The industry needs to develop an opt-in system, where people voluntarily register to receive direct mail or failing that a system where those who don't want it can opt-out. Both would reduce the impact on the environment and help businesses cut costs.

The Mailing Preference Service, as it is at the moment, doesn't allow this flexibility and it's not particularly accessible. It isn't widely advertised or known about and is often only something that people find out about when they get fed up with unwanted advertising being pushed through their doors. Opt-ins offer a common-sense approach, but one that the DM industry does not appear to be interesting in taking.

Clients, agencies, public and Government all have a part to play in helping the industry tackle environmental issues. The Direct Marketing Association, too, would serve its members well if it was more proactive about the issue. A lack of responsibility from the industry will only lead to more government-imposed regulation.

RICHARD MARSHALL

Business development director, TMW

Maybe: The DM industry has been in the spotlight on green issues. There's no doubting that DM agencies have to change the way in which they operate, both as businesses in their own right, as well as how they design and produce their creative products.

Many agencies are already developing their own initiatives. For example, we have a 'tmwgreen' environmental group that continues to look at how we can reduce our carbon footprint.

We are also seeing growing support from organisations such as the Direct Marketing Association (DMA), which has recently launched Green Matters with advice from the Government's Envirowise programme and the paper and print buyer from Friends of the Earth and Greenpeace. It is designed to provide tangible advice to client and agencies alike and to help DMA members develop more sophisticated methods for producing environmentally efficient communications.

That said, being more environmentally friendly has to be a collaborative approach between client and agency. Clearly, there are commercial imperatives to achieving creative standout and response and this may sometimes be at odds with being 'green'.

However, many clients are adopting a much more proactive stance, actively encouraging and sometimes even demanding a greener approach. This is to be welcomed - as such an approach continues to rise up clients' agenda, there will be little or no room for lip service on green issues.

NATALIE AITKEN, TRAVELLER MANAGER, VIRGIN TRAINS

No: Direct mail has a 'junk mail' stigma attached to it, associated with the idea of being wasteful. But in the last six months, the industry has become more aware of the importance of environmental issues and its relevance to direct mail.

The fact that industry players such as Royal Mail are taking an active interest by developing carbon-neutral door drops will prompt others in the industry to take action.

At Virgin Trains, we don't only consider return on investment as a means for assessing why and how we carry out our marketing communications, but also the impact this has on the environment. Brands perceive that taking an eco-friendly route is an expensive one, but this has not been the case for us. We also ensure our customers know what we are doing in this area, so they are aware of the measures we are taking.

The industry's impact on the environment is a learning curve, and there is a minefield of information to tackle, such as the right type of paper and which inks to use. We also have to balance the creative concept to get the message through.

Another key component is the data analysis we carry out - we're always working on ensuring we are targeting the right people and considering whether direct mail is the most effective way to reach our customers. Or, in fact, if we should use an alternative form of communication.

Both agencies and clients need to work together on direct mail initiatives. There's a danger that not committing to green issues and addressing further the challenges faced, will affect the industry.