W8Data had the pleasure of being among the delegates at the Sustainability Tracking Study sponsored by ONEPOST, held at the Mayfair Conference Centre on 30th Sept 2010.

I have included the introduction to this stage of the latest study which is very relevant to our industry, in particular due to the authors credentials. I will be posting extracts of the study over the next few weeks which, I’m sure, will appear in the media over the next few months probably out of context but at least as interesting articles.

INTRODUCTION/FORWARD to the study.

We’ve all heard the expression that “Perception is Reality” and this second phase of the Sustainability tracking study certainly bears that out. When asked to rank communication methods by their impact on the environment, the widely held belief that digital media are “greener” comes to the fore. Predictably e-mail comes out on top and printed communication at the bottom.  Yet the facts aren’t anything like as clear cut. One recent study for instance showed that data centres account for nearly 2 per cent of the UK’s energy use (or about the same as the aviation industry), while another suggests that paper may be the only truly sustainable communication medium.

Genuinely independent comparison of the different communication channels is still difficult to find and varies country by country. For instance, there is a big difference if the energy comes from hydro–electric installations instead of burning fossil fuels. But the public perception is still based primarily on whether it’s something that they can see and feel.

It’s also interesting to see the how media coverage has a direct impact on consumer perceptions. About two years ago, there were calls in the media for plastic bags to be banned – usually accompanied by emotive pictures of wildlife whose death had been caused by one. This phase of the tracking study has seen the number of people perceiving plastic bags as the most “potentially damaging to the environment” product drop by 14% since the autumn of 2008. Admittedly there have been some initiatives by retailers, but the absence of media coverage has undoubtedly helped to change consumer perceptions.

This second phase of the tracking study also confirms some of the previous findings in that how you promote your goods and services – not just the way you communicate but the methods you use – can have an impact on consumers’ perception of your brand or company. If you continue to use paper based communications – which the research shows are often the consumers’ preferred method – then you need to explain why you’re doing it.

The paper industry is aware of its bad environmental image and is working on some simple messages for advertisers to use on printed marketing material. It’s not easy changing perceptions but maybe if the industry spent more time explaining why paper isn’t “bad” we could start to change the consumers’ view.

Alex Walsh

Associate Director of Membership Services

Direct Marketing Association

Note: ‘What beats recycling? NON PRODUCTION!’