Tough times call for tough targets...

There are over 1,500 landfill sites in the UK, and back in 2001, these sites produced a quarter of the UK emissions of methane, a powerful greenhouse gas.

 

Landfill is a particular concern for the mailing industry and, as Robert Keitch, Director Media
Channel Development at the DMA says …

 

"In 2006 it was estimated that the UK had 7 years of landfill capacity left. There may come a day when it’s not an option to send DM to landfill and therefore it is critical we act now.”

 

Back in July 2003 the Direct Marketing Association (DMA) signed a landmark agreement with the Department for the Environment, Food and Rural Affairs (DEFRA) to develop a Direct Mail and Promotions Producer Responsibility Scheme.

The thinking behind this agreement was to help influence long term economic and environmental sustainability for the direct mail industry. The agreement committed the direct marketing industry to a series of targets over a 10 year period and to a change in behaviour, which will reduce landfill, benefit consumers and lead to more effectively targeted direct marketing.

There are 3 clear objectives stated within the agreement:

1. Increase collection and recycling of direct marketing materials
2. Publicise MPS, opt-out and selective facilities
3. Improve the targeting of direct marketing

Running alongside these core objectives is a set of timeline targets for the recycling of direct
marketing material… this is defined as material which goes for recycling and re –use but which does not go to landfill.

The targets were set as follows:

1. By 2005 30% recycled
2. By 2009 55% recycled
3. By 2013 70% recycled

It is interesting to note that at the time of agreement to these targets (2001/2002) the recycling rate for direct marketing material was stated as 13%. The first target in 2005 was missed, and unless urgent action is taken, the next target will also be missed. Unless the industry can demonstrate action via selfregulation and best practice, government may step in with restrictive legislative ideas.

 

ONEPOST .. one transaction