“The Environmental Challenge” - Direct Distribution article
The biggest challenge facing UK business as we move into the spring is the growing environmental agenda. Probably the key difference with this issue is that it has longevity and it impacts every strata of UK society. In essence the environmental agenda is:
• Serious with all elements of society needing to contribute to reducing waste
• Now economically, important with economic value following Professor Stern’s report
• Creates need for the UK direct marketing industry to meet the challenge by proactive activity
• Driven by consumers not government
• Raising serious issues/ challenges for postal operators
• Bringing a media focus on direct mail and international/ cross border direct mail
For many international mailers there are many challenges as environmental services and recycling issues top the Direct Marketing industry agenda. The majority of corporates now have a corporate social responsibility policy in place, which is a manifestation on how the corporate plays their part both externally and internally in meeting and countering the impact they make on the environment and the local area/community. Increasingly the corporate needs an environmental proactive policy, which is sustainable, minimises waste and maximises minimal resources. These policies cover areas such as paper (recycled/ sustainable), low energy production, data hygiene, recycle guide for consumers. Many of these features could initially add to costs and cause confusion within companies.
Postal operators, face similar challenges. They will need an environmental policy which meets their needs and their clients. Given the huge labour and production required, the whole area of carbon offset management must be addressed. Also given their size and pre-eminence as media owners/drivers, they must contribute and participate in industry agendas and activity to develop standards and meet industry targets.
The MCA members are in a unique position to help both clients and working with postal operators to meet the environmental challenge. The MCA mail consolidator can work closely with clients to ensure:
• Their international DM packs meet environmental standards and use low wastage production with sustainable paper fibres
• Data, mailing files have been cleaned to reduce wastage through undeliverable mail
• Provide advice on carbon offset and carbon neutral campaigns
Due to their close working with postal operators, MCA mail consolidators are probably in the best position to work with postal operators in ensuring they develop environmental policies and activities. These policies need to meet industry, client and consolidators requirements ensuring the environmental agenda is an enabler rather than a barrier.
MCA mail consolidators have faced many challenges over many decades. Their adaptability and need to operate multi function operational interfaces, places them in a powerful position to help international, cross border and domestic mail meet the challenge and potential threat of the environmental agenda.