#3 Every Element Counts, So Start the Green Conversation
Of course, the mail piece isn’t only composed of paper. Inks, polybags and adhesives also are included, and today more environment-friendly alternatives exist. Nonpetroleum inks, such as soy ink, are much more commonly used and don’t emit the volatile organic compounds (VOCs) that contribute so heavily to air pollution. Biodegradable polybags also are available. Meanwhile, more “benign” adhesives that are less toxic and don’t gum up inking facilities are coming on the market.
Often, multiple vendors are called on for a direct mail campaign, and some are further ahead in the environmental game than others. Brophy urges that you start the conversation with your vendors about what solutions and options exist. “As long as it’s not greenwashing, what are the better alternatives and what are the costs?”
First, however, begin the conversation in-house and view every campaign as a new opportunity to take one more step in the green direction. “My marketing colleagues are more interested in being more environmentally responsible if it helps the product. That’s a win-win,” she concludes.