The Independent has looked into the new direct marketing environment standard PAS 2020, launched by the Direct Marketing Association (DMA), which aims to make firms take a critical look at how they can reduce their environmental impact.

The standard was introduced so that the direct marketing companies can reduce their own contribution to the waste mountain, as well as building a positive reputation amongst cynical consumers.

The national newspaper interviewed the DMA’s chief of membership and brand, Robert Keitch who believes that PAS 2020, set to be launched early next year, will reduce waste and save money in the long-term through better targeting.

He adds that PAS 2020 will lead to a real change in the direct marketing industry, as it will force firms to take a big look at their environmental responsibilities.

Keitch also points to a need for a change in public attitudes to recycling direct mail waste, rather than just having companies reduce the amount of direct mail overall.

The overall target is for 75 per cent of all direct marketing to be recycled by 2013.

As featured in The Independent.

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