As consumers, 66% of us make sustainable choices. But as marketers, we do not!
66% of consumers say they have shifted their buying choices towards more sustainable products and businesses over the last 5 years. As an industry, marketing has talked a big game to join the fight for a more environmentally sustainable industry, yet in 2024, we are still responsible for almost 4% of the world’s emissions.
Many businesses are shifting focus to the environment with sustainability initiatives becoming front of mind. 62% of consumers believe they are more informed on climate change and sustainability than they were in 2023. More pressingly for businesses, the advertising industry has also come under scrutiny as a key contributor to climate change, with the now rapidly common usage of AI only accelerating this. Many media platforms claim to have made great strides in producing climate-friendly solutions, but sadly these have either struggled to make an impact or are simple greenwashing tactics.
It’s not easy being green, but it makes business sense.
We often consider ourselves a paperless industry, which is usually misconceived to be the greener option. This isn’t always the case. True, marketers often turn to digital marketing without even really thinking –but it’s still responsible for 7.2m tonnes of CO2 emissions annually.
Marketreach, the marketing authority on commercial Mail, is part of Royal Mail and is on a mission to get businesses to re-evaluate their media choices and turn to one of the most effective, and increasingly sustainable media channels. They want to educate marketing decision-makers and their respective agencies on how Mail can represent a change for good, whilst also delivering against a whole host of business metrics.
As a media owner operating in an industry with an increased focus on sustainability, as well as facing negative perceptions of the sustainability of mail, the need to highlight Mail’s circularity and promote sustainable practices has never been so important.