Sustainable 'Green' Goods and Services Can Bring in the Green for Businesses

In recent years, consumer awareness and concern about climate change have grown significantly. While not yet the norm, it has led to a shift in purchasing behaviors and expectations about companies. This trend is reshaping the business landscape, with carbon offsetting emerging as a key factor in consumer decision-making.  

According to PwC's 2024 Voice of the Consumer Survey, an overwhelming 85 percent of consumers are experiencing the disruptive effects of climate change in their daily lives. This firsthand experience has translated into a willingness to pay more for sustainably produced or sourced goods. The survey found that consumers are prepared to spend an average of 9.7 percent extra on such products, even in the face of cost-of-living concerns and inflationary pressures.

In our recent e-book, Direct Mail 2025: Emerging Trends and Strategies, we noted that studies show that the carbon footprint of email and digital advertising can sometimes exceed that of direct mail when factors such as data center energy use are considered. This awareness is leading to a more balanced approach to marketing channel selection. In fact, according to a report by Pitney Bowes, 67 percent of consumers say they're more likely to do business with companies that offer carbon-neutral shipping options. 

This sentiment is further supported by Bain & Company's 2023 Consumer Lab ESG Survey, which revealed that 64 percent of global consumers report high levels of concern about sustainability. These consumers are willing to pay an average premium of 12 percent for products with reduced environmental impact. Those with the highest levels of concern are even prepared to pay more, depending on the specific product.

The impact of this shift in consumer behavior is already visible in the market. Sustainable products accounted for 17.3 percent of purchases in the United States in 2022, according to Circana and the New York University Stern Center for Sustainable Business. These products have experienced a five-year compound annual growth rate of 9.48 percent, nearly double that of conventionally marketed products.

As consumers become more environmentally conscious, they are increasingly critical of companies that don't take climate change seriously. By contributing to carbon offset projects, companies can signal to consumers and investors that they're committed to combating climate change beyond mere lip service. This corporate social responsibility benefit often outweighs the actual cost of the offset, making it an attractive option for businesses looking to appeal to eco-conscious consumers.

The direct mail industry has been particularly proactive in addressing environmental concerns. According to the Direct Marketing Association's 2023 Environmental Report, companies implementing sustainable direct mail practices, such as using recycled paper and carbon-neutral shipping, have seen response rates increase by up to 23% compared to traditional campaigns. This suggests that environmentally conscious messaging not only appeals to consumers' values but also drives better business outcomes.

Strategic Choices for Direct Mail

Direct mail's environmental impact can be effectively managed through strategic choices. For instance, the Forest Stewardship Council reports that 95 percent of direct mail paper in North America now comes from certified sustainable sources. When combined with carbon offset programs, this makes direct mail a viable option for environmentally conscious marketers.

Companies such as PFL/Printing for Less are leading the way by reusing, recycling, and reducing dependency on non-renewable reserves. This is the best action we can take to help maintain our environment’s precious resources. Our Livingston, Montana, facility is wind-powered, keeping its carbon footprint low. We aim to do everything as eco-friendly as possible, as we continue to lead the printing industry in green practices.  

For instance, PFL and Printing for Less are part of the PrintReleaf Exchange [PRX], a software platform that empowers businesses to sustain and grow the global forestry system…one print job at a time. Through integrations with software applications, PrintReleaf measures our customers’ paper consumption. Customers then select where to reforest their consumption through a network of PrintReleaf Certified Global Reforestation Projects. Since 2022, we have offset 3,305,389 pounds of paper reforested 39,769 trees.

The fact is, the integration of digital and physical marketing channels presents unique opportunities for sustainability. By using data analytics to improve targeting accuracy, companies can reduce waste while maintaining the high engagement rates associated with direct mail. The United States Postal Service's 2023 Household Diary Study found that 41 percent of consumers read or scan direct mail from companies that promote their environmental initiatives, compared with 32 percent for those that don't.  

Effective Communication is Key

For marketers, this shift in consumer consciousness presents both challenges and opportunities. The key lies in understanding how to effectively communicate sustainability efforts while maintaining marketing effectiveness. Here are several strategies that successful companies are implementing:

1. Design with Sustainability in Mind: Smart design choices can significantly reduce environmental impact while maintaining marketing effectiveness. Consider using standard sizes to minimize paper waste; designing pieces that serve multiple purposes (e.g., a mailer that becomes a display piece); incorporating QR codes to bridge physical mail with digital content, reducing the need for additional printed materials; choosing lighter weight papers when possible to reduce shipping emissions.  

2. Optimize Mailing Lists and Targeting: Better targeting not only improves campaign performance but also reduces waste. You should regularly clean and update mailing lists to eliminate duplicates and incorrect addresses and use predictive analytics to identify the most receptive audiences. Implement multi-channel tracking to understand which customers prefer digital vs. physical communications is also a good idea. Finally consider geographic clustering to optimize delivery routes and reduce transportation emissions (the USPS’s “Every Door Direct Mail”—EDDM—service).

3. Choose Sustainable Materials: Material selection can significantly impact a campaign's environmental footprint. Here are some ideas: Use papers certified by the Forest Stewardship Council (FSC); select inks that are vegetable-based or low-VOC; opt for biodegradable packaging materials; consider papers with high post-consumer recycled content.  

4. Partner with Environmentally Conscious Vendors: The right partnerships can enhance sustainability efforts. It’s always good to work with printers who use renewable energy. Choose mail houses that participate in carbon offset programs and partner with logistics providers who optimize delivery routes. Finally, select vendors who can provide environmental impact reports.

5. Measure and Communicate Impact: Transparency about environmental efforts resonates with consumers, so, it’s wise to: Track and report the carbon footprint of campaigns; share sustainability metrics with customers; highlight environmental certifications; communicate the full lifecycle impact of marketing materials.

6. Leverage Technology for Efficiency: Modern technology can enhance sustainability efforts: Use variable data printing to personalize content; implement intelligent mail barcodes for better delivery tracking. Try to utilize automation to reduce energy consumption in production and employ digital workflows to minimize paper usage in planning and proofing stages.

Looking Ahead

The future of sustainable marketing represents a fundamental shift in how businesses operate and communicate with the world. As sustainability metrics become increasingly standardized alongside traditional KPIs, companies must adapt their strategies to integrate environmental responsibility across all channels and operations. This evolution goes beyond mere reporting—it requires authentic commitment to sustainable practices, transparent communication of environmental impacts, and innovative solutions that balance business growth with ecological responsibility.

With consumers increasingly willing to pay premiums for sustainable products and actively seeking out environmentally responsible companies, organizations that proactively embrace these changes now will gain significant advantages: deeper customer relationships built on shared environmental values, improved operational efficiencies through sustainable practices, and stronger resilience against future regulatory changes.  

As digital technologies advance and sustainability reporting becomes more sophisticated, successful companies will be those that can effectively demonstrate their environmental impact across all channels.

Direct mail is transforming to meet these expectations, evolving from a traditional marketing tool into a showcase for sustainable practices. Through the use of recycled materials, eco-friendly inks, and carbon-neutral delivery options, direct mail campaigns can now physically demonstrate a company's environmental commitment—turning each piece into tangible proof of sustainable practices.

This evolution of direct mail—combined with its proven effectiveness in reaching and engaging audiences—will become increasingly valuable in a market where environmental consciousness drives purchasing decisions.