The Post : get your DM greener

GET YOUR DM GREENER, USING THE DM CARBON METERBaudouin Meunier, Member of the Executive Committee De Post La Poste Gaëtan Dartevelle, Co-Director Greenloop

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2009: The paradox about paper as a media

About 85% of Belgians prefer paper to electronic for getting bills, publicity or even personal messages

DM sells: 78% read addressed publicity, ROI of DM is high

There is a social and economic demand for distribution of physical messages

Paper is what most people want to get

2009: The paradox about paper as a media

About 85% of Belgians prefer paper to electronic for getting bills, publicity or even personal messages

DM sells: 78% read addressed publicity, ROI of DM is high

There is a social and economic demand for distribution of physical messages

55% consider non-addressed as “polluting”

48% consider addressed DM as “polluting”

90% of companies surveyed consider paper as less ecological than other media

People perceive paper as negative for the environment

There is a perception issue about the true environmental impact of paper

Paper is what most people want to get

Paper has an ecological impact but does not deserve its poor environmental reputation

It is far from being the main cause of deforestation

Paper has an ecological impact but does not deserve its poor environmental reputation

It is far from being the main cause of deforestation

As a media, it does stand the “environmental” comparison with electronic alternatives

Paper has an ecological impact but does not deserve its poor environmental reputation

It is far from being the main cause of deforestation

It is by essence a “natural” and “renewable” resource if managed in a responsible way

As a media, it does stand the “environmental” comparison with electronic alternatives

7

De Post makes steady progress towards -35% C02 by 2012

Buildings100% purchased green electricity ISO 14001 certificates for 5 sorting centersEnergy audit actions implemented for top

energy consuming buildingsSolar panels on sorting platforms

FleetEco-driving course for 2.300 drivers PeopleDedicated Energy Management team Awareness & activation programNew CO2 friendly company car policy

End 2009:already

-26% CO2

8

De Post has started initiatives with expert partners

Help us reach our 35% CO2 reduction Help us inform, educate and mobilize

our employees

Help us convince our clients to partner towards more sustainable strategies

Picture by NASAAdam Nieman / Science PhotoLibrary

Our CO2 impact visualized

Picture by Adam Nieman ®

What about C02 emissions in Belgium?

1 Belgian citizen=

volume of 3 Atomium

spheres=

14,3 tons C02

What about C02 emissions in Belgium?

Belgium=

volume of 30 Million Atomium

spheres

X 10 000 000

Copenhagen: reduce by 2050 our global CO2 emissionsto 15% of the year 2000 level

Scenario

CO2 concentration at

stabilization (2005=379 ppm)

Peaking Year Emissions for

CO2

Decrease in CO2

emissions in 2050 % of

2000 emissions

Global average

temperature increase

Global average sea level rise in

metres (only thermal effect)

I 350 - 400 2000 - 2015 50 to 85% 2,0 to 2,4 0,4 - 1,4

II 400 - 440 2000 - 2020 50 to 85% 2,4 to 2,8 0,5 -1,7

III 440 - 485 2010 - 2030 50 to 85% 2,8 to 3,2 0,6 - 1,9

Source: Intergovernmental Panel on Climate Change, 2007. Fourth Assessment Report. Climate Change 2007 : Synthesis Report. Summary for Policymakers, Table SPM.6. ipcc.ch

“This is a list of topics some people say they feel concerned. In which way you personaly feel concerned too?”

National public survey, March-June 2009, 1485 PAPI interviews

Belgian Federal Public Service Environement,

First “open” partnership through the whole value chain and life cycle of DM

GET YOUR DM GREENER USING THE DM CARBON METER

• The life cycle of a direct mail• DM Carbon Meter • Nestlé Baby Food DM• How Nestlé Baby DM goes low-carbon ?

The life Cycle of a DM

DM Carbon Meter• Purpose

– Calculate carbon (CO2-equivalent) emissions of a standard mailing

– Propose low-carbon alternatives

– Collect easy comparative benchmarks

– Enable continuous improvement

How does it work ?

• One sheet only to fill-in• Inputs in 6 steps following the usual DM process • Standard data by default for each step• Users fill information at the time when they have

operational control on the life cycle of the mail piece

• Designed to eco-optimize mailings without compromising R.O.I

A DM campaign in 6 steps

Nestle Baby Food Direct Mail

Nestle Baby Food Direct Mail

Nestle Baby Food Direct Mail

Nestle Baby Food Direct Mail

Nestle Baby Food Direct Mail

Nestle Baby Food Direct Mail

Nestle Baby Food DM Campaign

Nestle Baby Food DM Campaign

Nestle Baby Food DM Campaign

1/3 Atomium sphere

How Nestle Baby Food decided to go to low-carbon ?

Recycled paperFrom FSC to 50% Post-consumer

Weight of paperFrom 170 g/m² to 115 g/m²

Type of envelope From no label to FSC

Surface covered by inkFrom 80% to 50%

Which communication impact from changing ink?

Which communication impact from changing ink?

Which communication impact from changing ink?

From 227 to 135 g CO2 per mail. Gain 41% !

Learning 1: postal distribution is far from being the predominant C02 source

Distribution = 7,7%

Learning 2: DM Carbon Meter is easy to use and implement

dmconsultants@post.be

Learning 3: no impact on communication effectiveness

Learning (4) to come soon by post-testing the impact of your sustainable strategy on your brand equity

La réalisation et distribution de ce courrier bénéficie d'un impact C02 réduit de 41%.

Le papier est une ressource durable 100% recyclable. Confiez ce courrier après usage au tri sélectif.

Learning 5: easy changes reduce C02 significantly

1 mailing x 12 months = 7 t decrease

CO2 reduction for Nestle Baby Food1 year direct mail

Sign up your business at www.wwf.be/earthhour

27th March 2010

Turn out lights from 8:30 pm till 9:30 pm

THANK YOU.