The environment is a primary concern for direct marketing agencies, according to survey results published by the Direct Marketing Association (DMA) today.

Of those surveyed, 90 per cent said the environment was of importance to their business, with only one per cent saying the environment was of little personal importance to them.

When asked what would hinder the incorporation of environmental measures into their business, the main comment returned was the cost.

Mobile marketing registered the lowest level of concern for the environment with almost 40 per cent saying it was of little importance to their business.

The financial services also put the environment low on their list, despite reputedly being one of the most paper heavy sectors.

But chair of the DMA B2B committee Vic Godding said it was only a matter of time before all companies showed environmental concern.

“Many companies are putting practices and procedures in place to evaluate their supply chains and only use suppliers with similar Corporate Social Responsibility ideals as their own,” she said.

“This is likely to result in a flow on effect, affecting many companies in a reasonably short period of time.”

At the end of last month, the DMA reacted against environmental proposals laid out in the government’s Waste Strategy for England 2007 to discontinue the use of the mailing preference service.

The government hopes to set up an opt-in, rather than an opt-out, system for receiving unaddressed mail, which would reduce the amount of waste generated by unwanted post, but the DMA argued this would have a negative affect on the direct marketing sector and UK economy as a whole. ADNFCR-8000151-ID-18167135-ADNFCR

Related Topics: General Marketing