Unpersonalised direct mail seen as worse for the environment

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.