the post : get your dm greener
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The Post Greenloop : green direct marketingTRANSCRIPT
GET YOUR DM GREENER, USING THE DM CARBON METERBaudouin Meunier, Member of the Executive Committee De Post La Poste Gaëtan Dartevelle, Co-Director Greenloop
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2009: The paradox about paper as a media
About 85% of Belgians prefer paper to electronic for getting bills, publicity or even personal messages
DM sells: 78% read addressed publicity, ROI of DM is high
There is a social and economic demand for distribution of physical messages
Paper is what most people want to get
2009: The paradox about paper as a media
About 85% of Belgians prefer paper to electronic for getting bills, publicity or even personal messages
DM sells: 78% read addressed publicity, ROI of DM is high
There is a social and economic demand for distribution of physical messages
55% consider non-addressed as “polluting”
48% consider addressed DM as “polluting”
90% of companies surveyed consider paper as less ecological than other media
People perceive paper as negative for the environment
There is a perception issue about the true environmental impact of paper
Paper is what most people want to get
Paper has an ecological impact but does not deserve its poor environmental reputation
It is far from being the main cause of deforestation
Paper has an ecological impact but does not deserve its poor environmental reputation
It is far from being the main cause of deforestation
As a media, it does stand the “environmental” comparison with electronic alternatives
Paper has an ecological impact but does not deserve its poor environmental reputation
It is far from being the main cause of deforestation
It is by essence a “natural” and “renewable” resource if managed in a responsible way
As a media, it does stand the “environmental” comparison with electronic alternatives
7
De Post makes steady progress towards -35% C02 by 2012
Buildings100% purchased green electricity ISO 14001 certificates for 5 sorting centersEnergy audit actions implemented for top
energy consuming buildingsSolar panels on sorting platforms
FleetEco-driving course for 2.300 drivers PeopleDedicated Energy Management team Awareness & activation programNew CO2 friendly company car policy
End 2009:already
-26% CO2
8
De Post has started initiatives with expert partners
Help us reach our 35% CO2 reduction Help us inform, educate and mobilize
our employees
Help us convince our clients to partner towards more sustainable strategies
Picture by NASAAdam Nieman / Science PhotoLibrary
Our CO2 impact visualized
Picture by Adam Nieman ®
What about C02 emissions in Belgium?
1 Belgian citizen=
volume of 3 Atomium
spheres=
14,3 tons C02
What about C02 emissions in Belgium?
Belgium=
volume of 30 Million Atomium
spheres
X 10 000 000
Copenhagen: reduce by 2050 our global CO2 emissionsto 15% of the year 2000 level
Scenario
CO2 concentration at
stabilization (2005=379 ppm)
Peaking Year Emissions for
CO2
Decrease in CO2
emissions in 2050 % of
2000 emissions
Global average
temperature increase
Global average sea level rise in
metres (only thermal effect)
I 350 - 400 2000 - 2015 50 to 85% 2,0 to 2,4 0,4 - 1,4
II 400 - 440 2000 - 2020 50 to 85% 2,4 to 2,8 0,5 -1,7
III 440 - 485 2010 - 2030 50 to 85% 2,8 to 3,2 0,6 - 1,9
Source: Intergovernmental Panel on Climate Change, 2007. Fourth Assessment Report. Climate Change 2007 : Synthesis Report. Summary for Policymakers, Table SPM.6. ipcc.ch
“This is a list of topics some people say they feel concerned. In which way you personaly feel concerned too?”
National public survey, March-June 2009, 1485 PAPI interviews
Belgian Federal Public Service Environement,
First “open” partnership through the whole value chain and life cycle of DM
GET YOUR DM GREENER USING THE DM CARBON METER
• The life cycle of a direct mail• DM Carbon Meter • Nestlé Baby Food DM• How Nestlé Baby DM goes low-carbon ?
The life Cycle of a DM
DM Carbon Meter• Purpose
– Calculate carbon (CO2-equivalent) emissions of a standard mailing
– Propose low-carbon alternatives
– Collect easy comparative benchmarks
– Enable continuous improvement
How does it work ?
• One sheet only to fill-in• Inputs in 6 steps following the usual DM process • Standard data by default for each step• Users fill information at the time when they have
operational control on the life cycle of the mail piece
• Designed to eco-optimize mailings without compromising R.O.I
A DM campaign in 6 steps
Nestle Baby Food Direct Mail
Nestle Baby Food Direct Mail
Nestle Baby Food Direct Mail
Nestle Baby Food Direct Mail
Nestle Baby Food Direct Mail
Nestle Baby Food Direct Mail
Nestle Baby Food DM Campaign
Nestle Baby Food DM Campaign
Nestle Baby Food DM Campaign
1/3 Atomium sphere
How Nestle Baby Food decided to go to low-carbon ?
Recycled paperFrom FSC to 50% Post-consumer
Weight of paperFrom 170 g/m² to 115 g/m²
Type of envelope From no label to FSC
Surface covered by inkFrom 80% to 50%
Which communication impact from changing ink?
Which communication impact from changing ink?
Which communication impact from changing ink?
From 227 to 135 g CO2 per mail. Gain 41% !
Learning 1: postal distribution is far from being the predominant C02 source
Distribution = 7,7%
Learning 3: no impact on communication effectiveness
Learning (4) to come soon by post-testing the impact of your sustainable strategy on your brand equity
La réalisation et distribution de ce courrier bénéficie d'un impact C02 réduit de 41%.
Le papier est une ressource durable 100% recyclable. Confiez ce courrier après usage au tri sélectif.
Learning 5: easy changes reduce C02 significantly
1 mailing x 12 months = 7 t decrease
CO2 reduction for Nestle Baby Food1 year direct mail
Sign up your business at www.wwf.be/earthhour
27th March 2010
Turn out lights from 8:30 pm till 9:30 pm
THANK YOU.