Don’t Become a Target for Protesters

Broaden the purpose of your supplier outreach to incorporate ways to save money while at the same time improving your environmental performance. You’ll find there are many ways to achieve both of these objectives, including using lighter-weight paper, switching grades and trimming more efficiently.

Environmental groups can be excellent resources for paper buyers who genuinely want to do the right thing. They, like direct marketers, are a diverse lot. Some are very sophisticated, while others are perceived as unfriendly to business. Our experience is that, in addition to possessing a wealth of environmental expertise, many environmental groups have a deep understanding of business concerns (e.g., response rate impacts) and a reasonable tolerance for trade-offs that must be part of any cataloger’s decision. So the bottom line is: Don’t be afraid to talk with them. But before you pick up the phone, consider which organizations may resonate best with your brand and customers.