The Xplor View - October 2008 - (Page 6)

business continuity and reputation for mailing organisations. However, the key to long-term environmental success lies in developing a good level of co-operation between organisations and companies active in all the different stages of the lifecycle of mail, from initial design through to disposal. We must all understand our part in the process and what our activities contribute in CO2. Establishing clear metrics to benchmark our activities will enable us to work together to establish practices that will support the environmental sustainability of mail and keep standards moving forwards as fast as is feasible. Before a DM project even reaches the drawing board, there are issues to consider. How good is the data, how intelligent and targeted can the campaign be? Some steps are obvious and clearly the more accurate a mailing, the more its success improves as does its carbon footprint. However, it is worth noting that not only does plastic sometimes have a more positive CO2 impact than paper, as illustrated earlier, but that new products and approaches can also make a significant impact. For instance, newly developed Oxodegradable film is one such exciting development, and its use is sure to spread fast. Also a move to sleeve-wrapping would make a dramatic change as only one-third as much wrapping material is needed compared with a fully closed wrap. Sadly, the DMA confirms that Level 3 will not allow use of any kind of polywrap, even biodegradable wrap, primarily because at this stage few Local Authorities offer any facility to recycle polywrap and few consumers realise that many polythenes are recyclable. However, this may change in the future as recycling facilities improve and the standard is reviewed. landfill waste, but assists the upstream paper manufacturing processes by reducing energy requirements and emissions at the paper mills. According to the DMA, one of the biggest barriers to effective recycling is consumer confusion; even simple reminders to recycle or instructions such as ‘this can be recycled with newspapers and magazines’ will help increase recycling rates. And by the way, it is worth remembering that the alternative of electronic communication is not as green as it may appear at first sight. Server farms, staff, and the resources to help them operate represent a redistribution of the total carbon footprint—not its elimination. As an industry we are already doing a lot but do not tell anybody about the savings. We should ensure that customers, prospects, and suppliers know that mailings have been produced from managed resources and are recyclable. As Alex Walsh of the DMA is often heard to say, “We are a responsible industry and we’re taking positive steps to minimise our impact on the environment.” Buhrs has been at the heart of the mailing industry for 100 years, innovating and delivering in partnership with its customers. It is that spirit of collaboration that is needed now to contribute towards the understanding of the carbon footprint of the mail industry, and stimulate continued research into the environmental impact of mail. Let’s take step 4 in the lifecycle of mail—arguably At the next step, there are many alternatives to the biggest issue of all—distribution, including consider in the design stage: size and weight of sortation and transportation. Many of the world’s papers, number of, and use of selective inserts— leading postal organisations are already beginning recycled papers can all make a huge impact in to track the CO2 emissions that are associated with reducing the overall carbon output. At the the power required to run their facilities and the production stage, the inserting and wrapping lines emissions from themselves must be the transportation capable of dealing of the mail to the with these variants “ direct mail accounts for only about consumers. and operating at maximum two percent of the total tonnage of the Based on this efficiency. Poor municipal waste stream in the US and data, we found that quality or faulty the distribution of equipment which almost 39 percent of direct mail in the letter mail by the causes frequent US was recycled last year” Post generates, on breakdowns and average, 20 grams stoppages can put a of CO2 per letter carbon compliant delivered. In addition, a survey of more than a project into the red overnight. dozen studies shows that the indicative range of CO2 emissions associated with the upstream mail PAS2020 will have three levels—the highest being piece creation process is about 0.9-1.3 grams of the ‘greenest’ and most apsirational, however CO2 per gram of paper. So now we do have some organisations currently carrying out best practices usable metrics and innovative organisations are should easily achieve Level 1. As far as polywrap is already responding; DHL recently introduced its Go concerned, it is true that many UK firms could Green service, which is a carbon neutral shipment. improve their Carbon Profile instantly by moving to thinner and lighter wrapping materials, but paper is With respect to disposal, direct mail accounts for not necessarily the answer. Our own wrapping only about two percent of the total tonnage of the systems are capable of running thinner poly than in municipal waste stream in the US and almost 39 the past. In fact, less than 15 micron is now percent of direct mail in the US was recycled last possible. Using such thin wraps also reduces the year. Consumers can recycle an even great number of stops needed to change reels, leading to percentage of direct mail using technology that improved efficiencies. already exists today. Recycling not only reduces Reduce the carbon footprint of the Direct Mail Industry For more information on Buhrs environmental management strategies, visit www.buhrs.com John Ricketts Managing Director Buhrs UK Ltd johnricketts@buhrs.com “We should ensure that customers, prospects, and suppliers know that mailings have been produced from managed resources and are recyclable.” 6 The VIEW Journal Xplor European Edition Issue 6 October 2008 http://www.buhrs.com

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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