Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Chet Dalzell

Marketing Sustainably

By Chet Dalzell

About Chet

Marketing Sustainably: What's Going on Beyond and Beneath the Green? A blog posting questions, opportunities, concerns and observations on sustainability in marketing.

Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of direct marketing. He serves on the Direct Marketing Association Committee on the Environment and Social Responsibility, where he is currently chairman of the Committee's Marketing & Communications Public Outreach Strategy Working Group (2005-present).

Chet co-developed the first professional certificate program in environmentally responsible marketing within the United States. He also served on the United States Postal Service Greening the Mail Task Force (2007-2010), and led its Life Cycle of Mail Subcommittee.

Email Chet below, or reach him at Twitter or LinkedIn.

 

Reinventing Direct

Gary Hennerberg
Stimulating Action With Color
Jul 22, 2014

There is growing scientific evidence of how the brain processes color and how color impacts our feelings and how we...



The Power Punch

Carolyn Goodman
Trickery Is Not a Marketing Strategy
Jul 18, 2014

Despite what some people may think, I was not born yesterday. But lately I feel like I've been duped by...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Big Data Must Get Smaller
Jul 17, 2014

Like many folks who worked in the data business for a long time, I don't even like the words "Big...



Direct Mail for the Modern Marketer

Summer Gould
Why Can't I Mail It? - Booklets
Jul 16, 2014

As you know from Part One of "Why Can't I Mail It?" with postcards and Part Two with self-mailers, there...



Marketing Nuggets

Michael Lowenstein
Avoiding the One-Night Stand
Jul 15, 2014

Stating that all customers are not created equal is hardly an oversimplification. But, just like the pigs in Orwell's "Animal...



The Integrated Email

Cyndie Shaffstall
Collaborating With Sales for Sales
Jul 14, 2014

I presented the Bottoms-Up Marketing webinar a couple weeks ago, and following the event found the same question had been...



Making Social Sell

Jeff Molander
LinkedIn Prospecting: What Should You Post on LinkedIn and When?
Jul 11, 2014

What should you post on LinkedIn and when should you post it? These are common questions for B-to-B marketers and...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Google: The Elephant for Search Marketers
Jul 8, 2014

Pierre Trudeau, the former Canadian Prime Minister, once remarked about the United States: "Living next to you is in some...



Here's What Counts

Chuck McLeester
You Absolutely Must Try and Fail
Jul 2, 2014

In her book, "Mindset: The New Psychology of Success," Stanford University Professor Carol Dweck purports that people possess one of...



Muscle Marketing

Wendy Montes de Oca
How to Create High Performing Sweepstakes for Lead-Gen Efforts
Jul 1, 2014

OK, I know what you're thinking … viable leads typically don't come from sweepstakes and contests. And when not done...



Brand Matters

Andrea Syverson
Make Brand Waves This Summer!
Jun 4, 2014

A recent Sperry Top-Sider ad caught my attention. In five sentences, the brand story of Sperry Top-Sider was succinctly and...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



New Paper Recovery Data Shows Impact of Recession, Digital Media

 
Get the Flash Player to see this rotator.
 
New data from the American Forest & Paper Association regarding paper recovery rates in the United States has some good news—and not-so-good news—regarding U.S. recycling collection. As marketers, we need to pay close attention to these rates, and take active steps to support increased recovery, since such recovery can have positive impact on recycled paper supply and pricing, as well as other marketplace concerns regarding our print communications and paper packaging.

The good news is that the paper business has continued to increase recovery rates for all types of paper, achieving a record 66.8-percent recovery for the nation [see the first image in the media player at right].

For printing and writing grades, recovery rates slipped from its 2009 recovery percentage peak of 61.0 percent, now registering a 56.8-percent recovery rate, but still ahead of the pre-recession recovery rate [see the second image in the media player at right].

In both the overall market for all grades combined, and the printing & writing grades market, the peak year for paper consumption (the bars on both of the preceding graphs) was pre-recession 2007, a high point we have yet to re-attain in both categories as our economy has returned to tepid growth.

However, by looking at just printing & writing grades consumption, the falloff from the 2007 peak, and the lack of recovery, is far more pronounced than in the paper market overall—fully a 23.7-percent drop from 2007 to 2011. This is certainly a sign that while the recession prompted a pullback, digital media has brought on a migration from print communications, and most certainly in postal mail. That data is supported by declining U.S. Postal Service First-Class Mail volume data, and near-minimal growth in Standard Mail.

Thus, the generally higher recovery rates are generated by higher recycling collection activity or perhaps a more expansive recovery infrastructure, but also by source reduction—there's just less printing and writing papers being generated.

Certainly, the role of direct mail is changing in an increasingly mobile, digital age—and thankfully, we're getting a good percentage of what we do consume recycled.  We need to do better.

Helpful Links:

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: