Posthub Participate in “Ad Net Zero”

The Advertising Association has acknowledged the industry's impact on the environment and, in response, has published a 68-page report on its plans to reduce marketing emissions to zero by 2030. Posthub, part of the Whistl group and experts in direct marketing, has had its say within the report on how Doordrop Media & Direct Mail is already playing its part.

Mark Davies, Managing Director of Whistl’s Advertising division, is featured in the report and says:

“I am wary that negative and ill-informed perceptions of print media can impact attractiveness to marketers. I am keen to dispel any myths, including the perceptions by some that digital media is ‘cleaner’ than print media, when it must be remembered that the e-waste problem is significant and growing. In 2016 alone, 44.7 million tonnes of e-waste were generated globally.” 

The report itself also highlights this fact with surprising figures. Each person working within an IPA agency alone produced 3.4 tonnes of Co2e each year, with an average of 84,000 tonnes of operational Co2e emissions from each IPA agency.

While the report highlights that reducing print can help, it notes that this waste accounts for less than 1% of agencies' carbon footprint. Reducing operational causes, such as air travel and switching to green electricity, will have a far more significant impact.

Mark Davies has commented following the release of the report:

“The release of this report recognises that the environmental impacts of advertising can no longer go unaddressed. I acknowledge the impact wasted print media can have. However, through excellent targeting, expert design feedback and reliable distribution, Whistl & Posthub are reducing direct marketing waste through properly planned, eco-friendly print campaigns.”

Whistl has also supported the Two Sides initiative in the long term, ensuring accurate perceptions of print marketing and its environmental effects. Our blog, here, offers more about the myths and facts surrounding print media.