Today is Earth Day – an annual event that began in 1970, which is considered by many to be the spark of the modern environmental movement. Recycling, environmental impact consideration, resource conservation and similar concepts are all rooted in the idea that as humanity grows and evolves, our impact on the environment grows accordingly (and often in negative ways).
It should not be too much of a stretch to understand how that relates to marketing.
Marketing Has An Impact on the Environment
The mailing experts at Pitney Bowes actually published a whitepaper called The Environmental Impact of Mail: A Baseline, which documents plainly and explicitly what happens with mail globally – resource consumption in producing it, and the impact of conservation and recycling. The message is clear – being careful with how much mail you send and accurate targeting to reduce waste is a good thing. Sustainable sourcing and fostering recycling efforts are also good things.
And marketing today is so much more than printed postcards and presorted letters. It’s increasingly digital, which has multiple potential electronic formats and even those have environmental impacts and thoughtful marketers should bear those in mind as well. But environmental impact is one piece of the puzzle.
A Better Customer Experience