A USPS Development that Is Truly Progressive: Carbon Calculations for Your Mail
[Note: California—the U.S.'s largest state economy—has adopted carbon reduction goals as a matter of policy and practice.]
The USPS needs to be lauded here. Already, the USPS has conducted a lifecycle inventory regarding the delivery of the nation's mail, and has adopted aggressive waste reduction and recycling goals in its own operations—all in a bid to increase efficiency and revenue. It knows, more or less, the carbon footprint of each class of mail and is ready to share such information with its customers in a true "value-add" function that is specific to each customer's own use of the mail. Carbon calculations can be retrieved by month, by quarter and by year, or on an ad hoc reporting basis as requested by a customer.
To take advantage of the carbon calculation offer, mailers might look for an official announcement from the USPS at some point early next year, once final testing is completed on eVS and PostalOne!
By knowing the carbon footprint of their mailings, brands and companies that participate in carbon markets can derive more accurate readings of the direct mail portion of their marketing and operations activity.
Maybe then they can start tackling an even harder subject for direct marketers—how to reduce the carbon impact of their data centers and digital marketing.
USPS 2010 Sustainability Report (see page 37)