DMA launches free eco-tool for marketers
In the UK, the Direct Marketing Association (DMA) has launched a new Environmental Planning Tool (EPT), in the form of an online application that allows direct marketers to produce a tailor-made environmental policy for their organisation.
The EPT was developed to help direct marketers take their first steps toward managing their own environmental responsibilities and obligations, and aims to gives marketers a greater understanding of the complexity of the environmental issues that face the industry, as well as a way to address them in practical ways.
The tool takes its users through a step-by-step process to help them assess the environmental impact of every aspect of their commercial activities, identify the environmental actions they are already undertaking, and outline their organisation's environmental goals.
After completing the process, the user can print out a copy of their individual environmental policy statement, which can then be used as a formal document to demonstrate their commitment to environmentally responsible marketing.
The development of the EPT follows the launch in January 2009 of PAS 2020, a BSI-accredited environmental standard for the direct marketing industry (click here to download a copy). PAS 2020 was created as part of the DMA's campaign to ensure that the industry has the tools to manage its environmental impact and comply with both current and forthcoming government environmental legislation. The DMA says that the new tool will also be able to help organisations take their first steps toward achieving PAS 2020 certification.
According to Robert Keitch, the DMA's director of environmental affairs, "While many organisations are ready and willing to improve their environmental performance, they don't know how or where to start. Using the Environmental Planning Tool, direct marketers can learn about the specific environmental issues that affect their business and what they need to do to ensure that their commercial activities are environmentally sensitive."
The EPT is a free application and is available to all direct marketers through the environment section of the DMA's web site - click here.