Royal Mail has launched a 'carbon neutral' version of its door-to-door scheme. The company will 'carbon offset' door-drop campaigns that adhere to a number of environmental standards.

The 'carbon neutral door-to-door scheme' can be seen as Royal Mail's answer to recent announcements by Government that it is looking at ways to make it easier for people to opt-out of receiving unaddressed mail.

Advertisers can apply for the scheme if a mail-out has meets a number of environmental standards. These include:

• Mailings should use paper with a minimum of 50% recycled content and any virgin paper must come from a sustainable source.
• Non-recyclable envelopes cannot be used for mailings and packaging should be made of recycled, recyclable or reusable materials.
• Inks should be vegetable based and only non-oil based varnishes can be used.
• Companies should ensure that the mailing is targeted effectively.

After the carbon footprint of a mailing has been minimised through these measures, Royal Mail will pay to offset the remaining carbon footprint through schemes such as the Woodland Trust's Carbon Plus+ programme.

Companies joining the carbon neutral door to door scheme will be asked to include a 'carbon neutral' logo and the Waste and Resources Action Programme's 'recycle now' logo in their mailing. The logos show customers that the mailing is carbon neutral and that the advertisement can be safely recycled.

The environmental issue

Ross Drake, general manager of Royal Mail's 'unaddressed service', said: "The environmental issue is becoming more important to companies and consumers and it is moving higher up the political and business agenda.

"We are in an ideal position to lead change in the direct mail industry and are prepared to spend money to incentivise our customers to make their unaddressed mailings carbon neutral.

"Businesses' commitment to reducing the impact of their operations on the environment is growing and this includes their marketing and advertising activities. Consumers are also increasingly demanding evidence of this commitment from companies they do business with. This helps our customers show they are taking this issue seriously."

Robert Keitch, director of 'media channel development' at the Direct Marketing Association, said: "We've been consulted on this all the way through. I'm really pleased Royal Mail is giving customers something to better their environmental impact. It's good for the public to see something real and tangible."

"We know they are looking at addressed mail too and we expect this to be followed up fairly shortly."

Links

• Carbon neutral junk mail (Features)