09 May 2012
Executive summary
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We all want to do the right thing regarding recycling, right? If you're reading this, then it's likely you're in the 90% of UK consumers who claimed to recycle household waste, including print daily or several times per week.
When thinking about sustainable marketing, often we think about the channels we use, or materials we use in a physical sense. We overlook things like the audience targeting, data cleanse & optimisation, which have a big impact on minimising wastage.
All too often going paperless is championed by businesses wanting to move their customers on-line to reduce cost, but the benefits and effectiveness of one medium over the other is not that clear cut.
