Concerns about the environment are on the rise and consumers expect brands to be responsive to climate change, according to this article in the Wall Street Journal. For some, the direct mail marketing pieces they find in their postal mailboxes seem wasteful. Though the printing industry has made great strides in their efforts to be more environmentally friendly, the average consumer is not aware that most of the mail they receive is made from recycled paper. Many consumers vaguely connect direct mail pieces to deforestation. These often misguided perceptions can affect consumer attitudes about brands and impact sales.
A healthy percentage of U.S. consumers believe companies should reduce their impact on the environment. Millennials are especially concerned. 83% of millennials ages 18-34 say it is important to them that the companies with whom they do business align with their values. Your clients cannot ignore the connection between environmental stewardship and brand loyalty.