The Greening Of Direct Marketing

Close your eyes and think back to last Christmas.

Actually, open them again so you can read the rest of this post.

Do you remember the piles of catalogs you receive every holiday season?  For window treatments, electronic gadgets, preppy clothes?  Ever get the sense that all that mistargeted mail was bad for the environment?  Well, you’re not alone – once again, consumers are ahead of brands, agencies, and institutions in thought and deed…

New research from my colleagues Dave Frankland and Sarah Glass illustrate the "green-ness" of today’s direct marketing practices.  And the results aren’t good news for the ozone layer.  Some marketers are taking steps in the right direction (see picture above) – but we’ve got a long way to go.

Forrester clients can access the entire "Direct Marketing Needs A Green Wake-Up Call" and everyone can read highlights and commentary in Ad Age.