But know that from a business standpoint, the arguments against recycled paper won’t be heard by the portion of consumers who are urging you to “go green.” So from a business perspective, you need to calibrate how much your customer demographic cares about recycled paper. Have a flexible policy on recycled paper that balances your customers’ perceived value of recycled paper against your need to keep paper costs low.
What’s Your Explanation to Customers?
Do you have an explanation ready when your customers call and ask why you’re only using 10 percent recycled paper rather than 100 percent? The reasons are economic. Most catalogers simply can’t afford the higher cost of the recycled papers.
Next week in the final part of this series, I’ll provide some tips on how catalogers make their businesses more environmentally conscious and sustainable.
Jim Coogan is president of Catalog Marketing Economics, a Santa Fe, N.M.-based consulting firm focused on catalog circulation planning. You can reach him at (505) 986-9902 or email@example.com.