“The Environmental Paradox” - White paper
Background
This briefing paper this is the second in a series of white papers that have been produced as part of an overall awareness and profile campaign to key stakeholders. The objective of which is to communicate the importance and value the mail consolidators bring to UK business and the UK economy and in so doing raise the profile and awareness of the Mail Consolidators Association and its members.
The Environmental Paradox
It seems in only a few short years, we have moved from environment as a niche, green “wellies” issue to the fundamental issue facing society, today. It seems only a few years ago, where if you were involved in the environment, you were looking for Greenpeace approval or reaction, and times really are a changing.
It is also the biggest challenge facing UK business. To an extent accelerated by the growing corporate social responsibility (CSR), as corporate and SMEs get closer to the society they serve and interact with. In essence we almost have a shared responsibility between consumers and business. Probably the key difference, now, compared to a few years ago, is its longevity and it impacts every strata of UK society.
The Agenda
In essence the environmental agenda could be précis:
• 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
Client Dilemma
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. Companies are looking, to reduce their carbon footprint and to take steps to minimise their impact on the environment. But it’s not that simple and easy. There has to be a pragmatic approach. Many of these features could initially add to costs and cause confusion within companies. Therefore it has to be an approach which reduces environmental impact and does not pay lip service (such a lip service approach could prove to be a PR nightmare and potentially wreak substantial damage to companies which they may not recover from. At the same time, it has to be within the commercial parameters the company operates within. Such an approach is scaleable and can give long term environmental benefits. Also where possible, the company should look for commercial advantage with its customers and consumers. This is advantage that benefits the customer and consumer.
The Easy Targets
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.
They are in many aspects between the devil and the deep blue sea. By virtue of their size they are an easy target, their logistics infrastructure alone, is seen as carbon guzzling (planes, trains and large trucks). But this lofty position also allows them to take the lead and in essence showing the way, demonstrating it can be managed, to the environment’s benefit.
Unique position
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.
Environmental Conduits
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. They are in essence the environmental conduits who can help client and operators to meet the environmental challenge and realise the opportunity it presents.
For further information on the Mail Consolidators Association (MCA) go to http://www.themca.org.uk