UK direct mail sector exceeds recycling targets three years early
According to a recent report published by the Direct Marketing Association (DMA), the direct mail industry in the UK is far exceeding its targets for recycling. With around 76.5 per cent of direct marketing material being recycled, the statistics reveal that the sector is exceeding the 2009 target of 55 per cent, and is even ahead of the 2013 target of 70 per cent.
The report also revealed that the overall tonnage of direct marketing material distributed has fallen by 348,600 tonnes since 2003, and that the amount of landfilled material has reduced by 79 per cent in the same time period.
The DMA attributes this recycling success to a number of factors, namely; the ever-increasing levels of household recycling levels and more subscriptions to the Mailing Preference Service (where people can opt out of receiving unaddressed marketing mail).
Despite this success, the report also revealed how the industry could improve its eco-friendly waste disposal practises. For example:
• Statistics showed that over 50 per cent of residents would recycle more mail if the guidelines relating to the recycling of envelopes were clearer
• Over 50 per cent of adults in the UK want their local authority to provide them with more information about recycling
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