The Green Prospects

In fact, as part of DMA’s Green 15, marketers are told to avoid green washing: “Ensure that all environmental labeling is clear, honest and complete, so that consumers and business customers may know the exact nature of what your organization is doing.”

Finally, while the green message is getting louder on packages, it remains subsidiary to the marketing message. “Marketers say that too many messages confuse the buyer and depress response, [but] we are greening the mail because it needs to be done,” states Brophy, who says mailings should be made with preferable choices even if consumers may never know what those choices were.