Senny Boone

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

There is no question that making the individual effort to be more environmentally conscious is a good thing. However, determining best practices can get tricky with corporations going public about going green, especially when it comes to transparency and honesty with consumers. “Green-washing” refers to the unethical practice of exaggerating or outright lying to consumers about the environmental-friendliness of a company’s practices, solely to improve the brand image. Consumers, once-bitten and now twice-shy, have become more skeptical about companies that make grand claims about the sustainability of their products or practices.

"Green washing" may be the dirtiest word in marketing. It's the opposite of transparency. But that's not responsible business, and in the long run, marketers who greenwash are only making customers more mistrustful and immune to their own messages, be they from marketing, PR, or the local green-eared painter. How can responsible businesses communicate what they're doing transparently, and should they even try? We asked some of the industry's top sustainability advocates, and this is what they said.

The Direct Marketing Association yesterday announced the 2014 updated version of its Guidelines for Ethical Business Practices. Updated topics include Data Security, Child-Protection, Health Information, Mobile Apps, and the prevention of unwanted Robo-calling. The new Guidelines will be implemented into DMA's ethics process beginning in July 2014.

Recent headlines have been full of news about data breaches, and the Direct Marketing Association (DMA) knows that such situations are a risk of modern business. While they are difficult to prevent, DMA believes that the best defense is a strong offense, and DMA standards help businesses ensure that they are protected and ready

Russ Reid, a direct marketing guru and founder of the agency that bears his name, died on Saturday in his Sierra Madre, Calif., home. According to Russ Reid Chairman Tom Harrison, he had been suffering from Parkinson’s Disease, but the cause of death was pneumonia. Reid was 82. “He was a giant in this industry,” said Harrison. “He basically invented a lot of aspects of direct response.” Reid founded his Pasadena, Calif.-based company in 1964. He retired in 2001, but remained interested in and involved with the agency

The Direct Marketing Association (DMA) announced the release of its "2013 Annual Compliance Report," which highlights DMA’s ongoing self-regulatory work that ensures responsible business practice and consumer choice within the marketing community. In addition to summarizing the investigative work of DMA’s Corporate and Social Responsibility (CSR) department, the report specifically names companies not in compliance with DMA’s "Guidelines for Ethical Business Practices." “DMA strongly believes that self-regulation is the best and most successful tool in addressing consumer issues, while avoiding overly restrictive federal legislation,” said Senny Boone, DMA’s General Counsel. “DMA’s mission is to advance and protect responsible data-driven marketing

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