The DMA’s John A. Greco Jr. on the ‘Greenprint’ for DM Success
To further assist our members, we’re in the process of creating an Environmental Toolkit that will contain a variety of useful tools, including an Environmental Affidavit detailing planet-friendly questions marketers can ask their suppliers when purchasing paper, as well as suggested ways in which members can assess internal environmental improvement goals and benchmark progress.
EB: After evaluating more than 100 environmental practices, how difficult was it to arrive at the 15 specific practices within these key areas?
JG: Because DMA represents so many different vertical and horizontal sectors, so many different sizes of businesses, so many different interests (users and suppliers), selecting the Green 15 was a labor-intensive process. It entailed analyzing the entire generator with our experts on the Committee on Environment & Social Responsibility and holding an Environmental Forum in April 2007 with the top DMA mailers and paper suppliers to get opinions and suggestions. We then re-evaluated the action items to develop industry-specific baseline practices based on the feedback we received at the Forum.
EB: How will the DMA get members to establish the internal measurements to benchmark their progress in the five key areas (list hygiene and data management; mail design and production; paper procurement and use; packaging; and recycling and pollution reduction)?
JG: We are a lead-by-example community/industry. Top marketers have already established, or are in the process of establishing, internal measurements to benchmark their progress in the five key areas. As these top marketers benchmark and report on their eco-friendly business/marketing platforms, other marketers will pay attention and follow suit to keep their competitive advantage and to reap the benefits of the triple bottom line. DMA will, of course, continue to play a role in educating members on the fact that environmental awareness, profitability and meeting customer needs can complement each other and bolster brand image. We are committed to developing and issuing best practices/case studies, and providing the tools and resources that our members need to get the job done.