The document outlines proposals for a new environmental deal between the UK direct marketing industry and the government. It discusses establishing objectives around waste prevention, sustainable production and distribution, and recycling. A governance structure is proposed to oversee the deal, including a steering group with representatives from the DMA, Defra, Royal Mail, and other organizations. Performance will be measured using key indicators like non-production rates, recycling rates, and industry carbon footprint.
5. % Million items Source: TNS Consumer Panel (monthly research with c. 1,000 UK adults) NB Direct Mail only (ie Door Drops excluded) NB Figures for 2009 representative of Nov 08-Oct 09 Better targeting has benefited the consumer, as shown by the improvement in Direct Mail response rates since 2003
6. A decrease in DM volumes and increase in recycling has led to falls in the quantity of direct mail entering landfill Tonnes (thousands) of mailed direct marketing material, split by mode of disposal Sources: Direct Mail volumes from TNS consumer panel; Door Drop volumes from DMA Market Size report; volumes are for calendar years except 2009 which shows Nov 08– Oct 09 for DM and a forecast for Door Drop based on current trends. Average weights from Royal Mail MCS (‘Mail Characteristics Study’). Recycle rates from latest MEL study and previous DMA measures. 504.1 13% 87% 486.3 29% 71% 403.08 50% 50% 379.9 76% 24% Average weight of Direct Mail = 75.7g Average weight of Door Drop = 15.6g Source: RM Mail Characteristics Study
7. 289,920 tonnes of Direct Marketing Material recycled during 2009 (Source: MEL Recycle Rate Study 2009) In 2009 DM recycling equated to a saving of 382,698t of greenhouse gas emissions vs the landfill alternative For every 1 tonne of paper recycled rather than incinerated / sent to landfill, 1.32 tonnes of greenhouse gas emissions (in CO2 equivalents) are saved (Source: WRAP) 382,698 tonnes of greenhouse gas emissions saved in 2009 as a result of Direct Marketing recycling vs landfill
8. 22% of all advertising mail in the UK is now posted through RM’s PAS 2020 aligned sustainability services
9. Although recycling levels remains above 70%, recycling messages only appear on 26% of advertising mail +5.0% pts +3.3% pts Source: Consumer Panel Apr 2010-Mar 2011, UK Primary Advertising Mail Received Base: 1,000 households per month 12 month % point change
Research We have continued with the direct marketing materials recycle tracker that we introduced with the Direct Marketing Association in 2009. The research, undertaken by MEL, showed that 70.7% of households recycled direct marketing materials in 2010. The 2009 target was 55% and the 2013 target is 70%. This was a decrease of 5.8% on 2009 results. Further analysis of the data has shown that the large proportion of the drop took place within one secio-demographic group. The research also showed that the amount of ‘definite direct mail’ per household has declined from 0.192kg/week to 0.176 kg/week, a fall of 13% on 2009. All of the information gathered in the research is shared with local authorities to supplement their own analysis and to help improve overall recycling rates in this category.
Sources: Direct Mail volumes from TNS consumer panel; Door Drop volumes from DMA Market Size report; volumes are for calendar years except 2009 which shows Nov 08– Oct 09 for DM and a forecast for Door Drop based on current trends. Average weights from Royal Mail MCS (‘Mail Characteristics Study’). Recycle rates from latest MEL study and previous DMA measures. Prevention of 349k tonnes The % recycle rate is only half of the story. In parallel to the growth of recycling, absolute volumes of Direct Marketing Material have fallen sharply since 2003. These two factors have combined to produce a huge decrease in the tonnage of posted direct marketing material going into landfill, down 79% between 2003 and 2009.
348,600 fewer tonnes of mailed Direct Marketing Material are going into landfill in 2009 than were doing so in 2003, a fall of 79%
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