DMA Environmental Resource Center

DMA Green 15 ™ Pledge Program

DMA has announced a target goal to reduce 1 million metric tons of carbon emissions between 2009 to 2013 through smart list and data management, and resulting direct mail marketing activity. Accomplishing this goal requires all DMA members to take active steps now, by adopting the “DMA Green 15 ™,” a set of operating principles for efficient and responsible marketing that affect environmental performance. As a start, DMA asks its members to help improve the relevance, deliverability and carbon footprint of direct mail through widespread adoption of key list hygiene practices, among other elements of the Green 15 ™.

The DMA Green 15 ™ Pledge for Marketers is a voluntary public recognition program that asks marketers to pledge that their organizations are taking certain steps throughout the direct marketing process to improve their environmental footprints and “triple bottom-line” (profit, planet and people) performance.

Potential benefits from taking the Green 15 ™ Pledge are numerous:

Increased organizational efficiency
Demonstrable cost savings
Reduced waste and greenhouse gas emissions
Better customer relations and greater brand loyalty
Greater innovation and inspired employees
Achievement of DMA’s first industry-wide “green goal“

DMA member organizations who take the voluntary pledge will receive a DMA Green 15 ™ logo which they may display on their websites and printed marketing materials to communicate their environmental commitments to customers, clients, and other stakeholders.

As an added bonus, DMA also will acknowledge your organization in the “Who Has Taken the Green 15 ™ Pledge” section on the DMA environmental website, as well as spotlight your organization in the DMA Corporate & Social Responsibility department’s monthly Triple Bottom Line Bulletin and other future DMA venues.

Questions or Comments? Email environment@the-dma.org