Unpersonalised direct mail seen as worse for the environment

by Staff, Brand Republic 17-Nov-08, 14:25

LONDON - Unpersonalised direct mail is more likely to be seen as harmful to the environment than mailouts that are personally addressed and delivered by the postman, new research has found.

The survey found that 46% of people view unpersonalised leaflets, coupons and samples as being bad for the environment, compared with 20% of people holding the same opinion for personalised direct mail.

It also found a belief that leaflets and other information that is delivered door to door is slightly more harmful than materials delivered by the postman.

Overall, 3% respondents estimated direct mail comprised the largest portion of their rubbish, compared with 7% who said the bulk was comprised of leaflets, flyers, brochures and so on.

The research was carried out by CCB Fast.Map among a panel of more than 2,000 consumers whose demographics mirror those of the UK.

David Cole, managing director of CCB Fast.Map, said: "If this is what they [the panel] believe, it tells us that these people are obviously very aware of and irritated by the amount of direct marketing and promotional material they receive."

The research showed that there is a large proportion of people willing to spend money and time, and to change their shopping habits and the brands they use, if it helps the environment.

95% said they are prepared to change brands to a more environmentally friendly one and 63% said they are prepared to pay an extra £10 on each flight to offset against their carbon footprint.

CCB Fast.Map is a market research agency specialising in the marketing communication industry, using online, real-time research to support the direct response industries.

Comments

Chris Petterson - 17/11/2008

Another disconnect between perception & reality? A single, small sheet of paper, printed locally, 100% recyclable & delivered by foot based staff would produce far less impact that multiple A4 sheets, enclosed in part plastic envelope, mechanically inserted, transported from mailing house to multiple locations across the country principally via the road network delivered, at least in part by vehicle based staff .... as I'm involved in the door drop industry I'm not impartial but am equally convinced that reality is very different. Perhaps as the last chanel of direct marketing that isn't regulated, we should be doing our best to protect it's interests? ... or could it be that the general public really do believe that Mr Capital One did actually write to them personally, enclosing an unrecyclable plastic pen, and not to everyone else on their street as well !!