I agree with you that education is key. Providing consumers with options and transparency is also paramount. I feel that the effectiveness of the programs like DMA’s Campaign for Consumer Choice Mail Preference Service http://www.the-dma.org are limited. One reason for this is that the DMA - Direct Marketing Association has a vested interest in the continued use of direct mailings. This creates an obvious conflict of interest and lacks transparency.

If there was already a do not mail registry in place that did not have a vested interest in the success/failure of direct mail then I would be all for it. This article was about our local government taking action on behalf of our region, rather than wait for a national level program. Many local and state governments are tired of waiting for programs and policies on a national scale. Localism is the future of sustainable communities.

Jobs are an important factor, especially in a moment when the industry is placing a high value in incorporating sustainable business practices.

Many local companies participate in the Seattle Green Up Program, sourcing their energy from renewable resources, are certified by the Forest Stewardship Council and have 5 star Envirostar ratings.

Additionally paper is recycable. Currently 56% of all paper produced is recycled. I realize that could be better and the goal for 2012 is 60%. Many industry groups such as EMA encourage recycling by placing “please recycle” graphics on their mailings.

With other options out there why do we need this? Did you know about these other options? Maybe we should just educate people about their options, promote the options already available and reinvigorate recycling education programs…

You agree that there should be a “channel” for opting out of direct mailings, but you attempt to justify it because of the jobs it creates. This rationalization of an obviously un-sustainable business practice is far to common. This is same approach that the oil industry uses to rationalize the need to continue drilling and refining oil rather than investing in new clean technologies and shifting their core business towards renewable energy. There are more jobs to created thru sustainable business practices than the unstainable jobs they will replace. This is the future. You can painfully delay the inevitable or you can be proactive and show leadership by encorporating sustainability into your industry or business.

The USPS is making steps to implement sustainable practices. This is excellent…largely due economic factors and consumer pressure to limit waste. The idea that consumers will be doing their mall shopping in the future by direct mailings is extremely misguided. As you likely already know, the internet is and will continue to be the demise of direct mailing. As broadband connectivity becomes more readily available consumers will limit their trips to the mall by shopping online.

This thread reminds me alot of the idea that dropping of Yellow Pages phonebooks is still a good idea….who uses phonebooks?

I agree that there should be a channel for opting out of receiving direct mail BUT the mailing industry provides jobs for 158,500 people in Washington State and 32,526 within the 7th Congressional District alone. Why not promote the National registry instead of creating a new one?! (2008 Economic Jobs Study, EMA Foundation’s Institute for Postal Studies)

Direct Mail is one of the easiest and most affordable means for small business to advertise themselves. A state Do Not Mail Registry would create more obstacles to small/local businesses as well as the USPS.

Here are some interesting facts about the Direct Mail Industry in case you are interested:

- According to the most recent Lifecycle Cost Analysis, the carbon footprint of the total quantity of mail an individual household receives in one year is equal to operating a coffeemaker, one hour per day for a year.

- The USPS has a nationwide program to recycle all mail with special bins in Post Offices where consumers can drop off their read mail and we are working with recycling companies to also insure that residential trash that is mail can be separated and recycled.

- The USPS and our industry is developing new packaging to promote community based
recycling programs. We need mail volume to support these programs.

- By replacing just two trips to the mall each year by shopping by catalogs or direct mail, Americans could:
- Save 30 miles per household – or 3,332,718,510 miles per year.
- Save 158,700,881 gallons of gasoline or about $634,803,524.
- Avoid 28 tons of CO2 emissions per household – or 3,094,667,179 tons per year.

(USPS Greenhouse Gas Emissions Studies)