DMA Celebrates Earth Day and Invites Marketers to 'Recycle Please' & Take the 'Green 15' Pledge

Washington, DC, April 22, 2010 — Direct Marketing Association (DMA) today asked all marketers worldwide to join its “Recycle Please” campaign and take its “Green 15” Pledge in honor of Earth Day 2010. Both programs inspire innovation, encourage awareness, and deliver environmental benefits.

DMA’s “Recycle Please” campaign is a nationwide public education program that asks DMA members to prominently display the “Recycle Please” logo on their catalogs and direct mail pieces for the purpose of encouraging consumers to recycle them after reading. The campaign was developed by DMA with the assistance of its member-driven Committee on Environmental and Social Responsibility (CESR). To date, more than 100 companies and nonprofit organizations are using the “Recycle Please” logo.

The “Green 15” Pledge program, also developed by DMA’s CESR, asks marketers and suppliers to attest that their organizations are taking certain steps throughout the end-to-end direct marketing process to improve their environmental footprint and “triple bottom-line” performance (people, planet, profit). In June 2008, DMA’s Board of Directors established its first of several “green goals” for measuring success in key areas of the “Green 15.”

“Our ‘Green 15’ Pledge and ‘Recycle Please’ programs provide marketers with the means to participate in helping the environment,” said Senny Boone, DMA’s senior vice president, Corporate & Social Responsibility. “We urge everyone to participate — not just on Earth Day, but everyday — please help us showcase the power of direct, spreading the message and stimulating paper recycling and recovery across the globe by taking the pledge and reminding consumers about the value of recycling.”

To learn more about DMA’s “Recycle Please” campaign and the companies currently supporting it, please visit www.recycleplease.org. For more information about DMA’s “Green 15” Pledge program, please visit DMA’s Environmental Resource Center at www.the-dma.org/environment.

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About Direct Marketing Association (DMA)

The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents companies from dozens of vertical industries in the US and 48 other nations, including nearly half of the Fortune 100 companies, as well as nonprofit organizations.

In 2009, marketers – commercial and nonprofit – spent $149.3 billion on direct marketing, which accounted for 54.3% of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures generated approximately $1.783 trillion in incremental sales. In 2009, direct marketing accounted for 8.3% of total US gross domestic product. Also in 2009, there were 1.4 million direct marketing employees in the US. Their collective sales efforts directly supported 8.4 million other jobs, accounting for a total of 9.9 million US jobs.

The Power of Direct: Relevance. Responsibility. Results.

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