Study: Consumers Expect Recycling Logos

A new study out of the U.K. suggests that consumers who receive direct mail were “surprised” that a company would not consider putting a recycling logo or message on their direct mail pieces. Conducted by OnePost, an independent postal advice and management company, the survey implies the continued demand for the increased responsibility of producers and marketers to reduce their environmental impact and help their customers to do so as well.

Recycling your mail is an easy way to reduce household waste. Photo: Blogs.creativeloafing.com

According to OnePost, 2 percent of household waste and 4 percent of the country’s total paper consumption can be accounted for by direct mail. However, 95 percent of the paper used in these types of advertisements and communications comes from recycled or managed sources.

Among the key findings of the study, OnePost identified that:

• Consumers were likely to be less thorough with the recycling of direct mail than with other household items (like glass) due to a lack of awareness about what can and cannot be recycled. In the U.S., all types of mail, including magazines and advertisements, are generally recyclable.
• Both consumers and businesses agree that “more needs to be done,” and the inclusion of a recycling logo or message is only part of a bigger environmental program of activity.

While the need for continued reduction and recycling in this sector is apparent, it is encouraging that companies are listening to the green-centric requests of their consumers and responding with research to support their environmental efforts.

In fact, the study identified that, “The importance of environmental issues to customers should not be underestimated, despite difficult economic climes. Businesses are currently lagging behind their customers’ views.”

While about one-third of all paper is made from recycled material, the Sierra Club estimates that about 900 million trees are cut down annually for the production of paper worldwide. If you’re looking to reduce your commercial mail here in the U.S., there are a number of services you can use to opt-out of these mailing lists.