Emailers like to spit about spam, so Congress passed laws to fight the impossible torrent of virtual junk mail and protect "legitimate" direct marketing. But no laws serve to slim the more than 4 million tons of direct mail envelopes, postcards, and catalogs and political tracts sent each year (direct mail pseudoscience wields so much influence that its grand poobah, Karl Rove, is "Bush's brain")—which arguably cause more of a personal nuisance and obviously harm the ecosystem more than spam.
People relish full-color, glossy catalogs and magazines, which Forest Ethics' triple less than that, but at least it has articles. Still, smart companies can groom their brand and save money by greening their catalogs, as GreenBiz suggests:
If the entire catalog industry made the simple step of shifting to just 10% recycled content, the annual environmental benefits would be enormous, saving enough wood to build a six-foot fence stretching seven times across the United States.
Jeff of Sustainablog wonders "if paper catalogs aren't outdated to some degree, since the same thing can be done on the Web."
Luckily for magazines, that industry's Folio prize just introduced the Aveda Environmental Award. Winners use post-consumer recycled paper, soy inks, and no chlorine; they include (no surprise) Plenty and Natural Health. Joel Makower applauds but notes, "The acid test will be if Aveda can infect the mothership -- that is, get its parent company, Estee Lauder, to adopt a similar policy for its myriad consumer brands."
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