If you’re not green today, you’re missing the boat. It doesn’t matter what business you’re in, it’s imperative to find a more ecologically sensitive path to profit.
According to The New York Times, even direct marketers want in on the action.
A group of direct-marketing companies, along with a handful of their corporate clients, are banding together to make an inherently unsustainable practice at least a little bit greener.
The group calls itself the Green Marketing Coalition, and it includes Microsoft, Washington Mutual and OptimaHealth. Not all the companies involved are big mailers, but they share the sentiment that there should be best-practices guidelines for the direct mail business, which has been vilified even before global warming became a hot topic.
“This industry just didn’t have any real green standards,” said Spyro Kourtis, president of the Hacker Group, the Seattle direct-marketing company that headed the Green Marketing Coalition. “So we figured we could set some that vendors and clients and others could all live with.”