I'm sure most marketers have come across the view that customers are far less susceptible these days to being duped by shonky claims to environmental and ethical standards that, on inspection, simply just don't hold up.  And I'm sure there are plenty who will avidly subject any ethical marketing claims to suitable scrutiny.

But I'd also suggest that there are plenty of customers who could still be susceptible to 'greenwash', not because they're gullible but because there's just so very much you need to know to truly understand whether a company's claims are accurate and fair - and that, in truth, not everyone can know everything that they might need to in order to make a fully informed judgement.

The same problem applies to marketers too, of course.  Not every business that might be accused of peddling 'greenwash' is necessarily out to deceive.  There are many who are simply doing their best with the knowledge - and, indeed, resources, available to them.

So what is the well-meaning marketer to do?

One source of guidance is the British Code of Advertising, Sales Promotion and Direct Marketing from the Committee of Advertising Practice.  As well as guidelines on all aspects of best practice marketing, the Code has a specific section on Environmental Claims. Although the Code is a voluntary one, companies breaking the rules can see themselves on the receiving end of adverse publicity from the Advertising Standards Authority.

Marketers involved in a lot of direct marketing should also be interested in the new BSI PAS 2020 standard that has been created by the Direct Marketing Association and BSI. 

The DMI states that nearly three quarters of UK companies use some form of direct marketing and that for every £1 spent, 314 is generated so business is unlikely to abandon such an effective form of promotion.  But the DMI also estimates that 4% of the UK's paper usage is accounted for by direct mail which provides plenty of scope for improving the environmental credentials of the practice.

Whilst adopting the PAS 2020 standard might beyond the needs of many small businesses, that's no excuse for not examining your direct mail activities to look for ways of making them more environmentally responsible.

So what might you consider?

1.  Jettison the 'junk' label.  The more targeted your mailing is the more likely you are to get a response and a return  your investment - so think 'highly targeted direct marketing' not 'junk mail'.  And don't forget that rich resource of business, your existing customers.  It's much more efficient to get further purchases from existing customers than to do so from those you don't know yet.

2.  Consider the content of your mailing.  You don't want to reduce the impact of your mailing, of course, but has it been designed and produced to use  resources efficiently?

•  using unusual sizes in your mailing could mean trimmed paper is wasted;
• print on recycled or FSC accredited stock;
• design to use a minimum amount of ink and use vegetable-based or alcohol-free ink where possible;
• make sure your mailing is recyclable - avoid finishes that make it unsuitable.

3.  Consider your recipients. If they're individual consumers, let them know they can recycle your mailing (once they've responded to it, of course). If you operate B2B your recipient might be looking for suppliers to boost their own green credentials through their supply chain - make sure they know you make the effort too.

Serious direct marketers can use the PAS 2020 calculator at GreenDM to check the environmental perfomance score of their campaigns.  You might also like to check your 'greenwash' expertise with their 'Greenwash: Fact or Fiction' quiz.  It's enlightening but don't beat yourself up if you know all the facts and figures.

Greener marketing can certainly present some real dilemmas and, as with all efforts to live a greener life, will prove to be a balancing act.  But it's reassuring to know that professional and industry bodies are focusing efforts on ensuring there are credible guidelines to work to and reducing the 'hit and miss' element that greener marketing campaigns could so easily encounter.