The Xplor View - October 2008 - (Page 5)

Mission Impossible Embracing environmental concerns As the tangible product of the direct marketing (DM) industry, print is blamed disproportionately for creating environmental damage whilst others in the supply chain escape almost blameless. Public opinion is far more powerful than science after all! Take the case of the latest scapegoat—the plastic bag. It is disappearing from the high street at a dizzying speed in favour of the paper bag. Yet, chemically the total carbon footprint of a plastic bag is positive in relation to its paper alternative. So too with the DM industry, the carbon conscious consumer would do well to consider that the total carbon output created by a year’s worth of mail in their household only equates to what is created in the production of 15 pints of milk, five cheeseburgers, or a mere 42 miles in their car. A bit of proportion would be nice, true, but there is no denying that the print industry needs to change and climate change ranks as a key issue for all of us in the mailing industry. Taking a proactive approach and showing our public that not only can we act responsibly, but that we can be selfregulating and conscientious citizens is surely a better alternative than imposed standards. Italy provides a sobering comparison, where the mailing industry failed to act swiftly and lost public confidence so the government imposed a rule of consumer opt-in for all DM, decimating the industry unnecessarily in the process. A significant milestone will be the publication of PAS2020—a standard being developed by BSI (British Standards Institute) on behalf of the direct marketing industry. From what we know so far, these are likely to be sensible, straightforward approaches which will usher in new standards of compliance to encourage less use of resources, through well-designed, accurately targeted materials, produced to high standards on efficient and reliable equipment, and delivered intelligently. There are essentially six lifecycle stages of letter mail: mail design, manufacture of the paper and envelope, production of the letter, distribution, use of the letter, and finally disposal. In a marketplace increasingly focused on the environment, the mailing industry must invest in programmes and initiatives to address and further reduce the environmental impact associated with all six lifecycle stages of letter mail. Becoming accredited to the PAS2020 standards, when introduced, will clearly be critical to ensure No doubt about it, the printing industry is under pressure to go green and to do it as quickly as possible. At first glance it may seem a daunting prospect, but in fact there are many approaches that offer not only possibilities for immediate action, but also great hope for the future. 5 Issue 6 October 2008 The VIEW Journal Xplor European Edition

Table of Contents Feed for the Digital Edition of The Xplor View - October 2008

The Xplor View -� October 2008 Contents TPE Master Class: Three Ways to Tame your Print-to-Mail Workflow Right Now Mission Impossible: Embracing Environmental Concerns TPE Master Class: Implementing a Lean Working Environment Improving Business Processes Yields Award-Winning Business Performance How Do� You Effectively Win New Business Writing a Marketing Plan to Win New Printing Clients How Buying Strategies Have Affected How the Industry Sells Let's Talk About Integrated Customer Communications Management:�Transpromo...It Takes a Village! Knowledge Management Part 3 XDU: Leading the Education Revolution Kodak plus Xplor equals XDU Around the World Xplor Europe News:�Short News Items for the Xplor UK�Programme and Europe News

The Xplor View - October 2008

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