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CO2 METER, green marketing and green direct marketing.

Published in: Business, Technology
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  1. 1. Did you say “Green” ?
  2. 2. <ul><li>Started 2 years ago </li></ul><ul><li>Pragmatic and down-to-earth approach </li></ul><ul><li>GreenPost program as umbrella for internal & external initiatives </li></ul><ul><li>Long-term partnership with WWF to achieve our objectives </li></ul>Green Post: A pragmatic approach
  3. 3. Picture by NASA Adam Nieman / Science PhotoLibrary The athmosphere is thin…and fragile
  4. 4. CO2 Making carbon emissions visible
  5. 5. CO2 In Belgium <ul><li>A Belgian citizen emits 14,3 tonnes CO2 a year. </li></ul><ul><li>Each sphere of the Atomium is about the volume of 5 tonnes CO2. </li></ul><ul><li>In Belgium, we emit around 30 millions spheres a year (precisely, 143 millions tonnes CO2) </li></ul>
  6. 6. <ul><li>109.200 tons of CO2 would fill a sphere of 480m across </li></ul>CO2 La Poste – De Post
  7. 7. CO2 How much is too much <ul><li>Copenhagen : « Limit global average temperature increase to 2°C  » </li></ul>According the IPPC fourth assessment (2007)
  8. 8. The Climate Change Tanker 2100 3000 Magnitude of response Time taken to reach equilibrium Source: IPCC 2001 0 to 100 years CO 2 emissions CO 2 concentration 100 to 300 years Temperature a few centuries Sea level rise due to thermal expansion centuries to millennia Sea level rise due to ice melting several millennia
  9. 9. Did you know… <ul><li>The overall, CO2 emission of door drops = 1.34 kg/kg </li></ul><ul><li>of paper , </li></ul><ul><li>Lots of people think that DDM is environmentally unfriendly, </li></ul><ul><li>Example: a household of 3 people choosing green electricity  - 3500 m² footprint </li></ul><ul><li> - 400 m² by covering pans of water while cooking? </li></ul><ul><li>In contrast, the reduction in footprint for not receiving door drop media is only 240 m² ! </li></ul>
  10. 10. Focus on an individual person <ul><ul><li>Let’s have a look at an individual person. </li></ul></ul><ul><ul><ul><li>Mail represents 0.1% of total households CO2 emissions in Europe. </li></ul></ul></ul><ul><ul><ul><li>The 14 kg of CO2 emitted yearly is the equivalent of a 70 km car journey or 9 litres of milk (source: The European Mail Industry Platform, ‘The facts of our value chain’, 2009) </li></ul></ul></ul><ul><ul><ul><li>A single PC emits 495 kg of CO2 annually </li></ul></ul></ul><ul><ul><ul><li>Reading a newspaper releases 20% less carbon than reading a newspaper online for 30 minutes . </li></ul></ul></ul>
  11. 11. <ul><li>Residential customers : 1 initiative under study </li></ul><ul><li>Business customers : 3 initiatives under study </li></ul>1 2 3 Clean Data Green DM Advice (DM Carbon Meter) CO2 Compensation of Large Mailings Green Post: 4 initiatives towards our customers
  12. 12. Focus on ‘Green DM Advice’ (Carbon Meter) The Post proposal <ul><li>Helping clients to reduce the CO2 footprint of their DM campaign at each step of the DM life cycle </li></ul><ul><li>By use of a software tool called the DM Carbon Meter </li></ul><ul><li>While keeping an eye on the return on investment of the DM campaign </li></ul><ul><li>Optional: impact study on content and intention to act </li></ul>2
  13. 13. DM Management: the tool
  14. 14. The life Cycle of a DM campaign
  15. 15. DM Carbon Meter <ul><li>Purpose </li></ul><ul><ul><li>Calculate carbon (CO2-equivalent) emissions produced during a standard mailing </li></ul></ul><ul><ul><li>Possibility to choose low-carbon alternatives </li></ul></ul><ul><ul><li>Give an easy-to-understand KPI for benchmarking against another single DM campaign & a low cost/low carbon campaign </li></ul></ul>
  16. 16. How does it work ? <ul><li>One sole sheet to fill-in </li></ul><ul><li>Inputs are divided in 6 steps according to a standard DM process </li></ul><ul><li>Users fill information at the time when they have operational control on the life cycle of the mail piece </li></ul><ul><li>Standard data are provided by default for each step </li></ul>
  17. 17. Inputs Screen
  18. 18. Results Screen
  19. 19. Example of a DM Campaign
  20. 20. Example of a DM Campaign
  21. 21. Example of a DM Campaign
  22. 22. Example of a DM Campaign
  23. 23. Example of a DM Campaign
  24. 24. Example of a DM Campaign
  25. 25. Example of a DM Campaign
  26. 26. Example of a DM Campaign
  27. 27. Example of a DM Campaign
  28. 28. How this Campaign goes low-carbon ? <ul><li>Recycled paper </li></ul><ul><li>From FSC to 50% Post-consumer </li></ul><ul><li>Weight of paper </li></ul><ul><li>From 170 g/m² to 100 g/m² </li></ul>
  29. 29. How this Campaign goes low-carbon ? <ul><li>From 164 to 93 g CO2 per mail ! Gain 44% </li></ul>
  30. 30. Focus on CO2 Compensation of Large Mailings The Post proposal <ul><li>Calculate CO2 emissions linked to the distribution of a mailing </li></ul><ul><li>Allow customers to compensate CO2 emissions for a symbolic amount (see next slide) </li></ul><ul><li>Invest financial proceeds in CO2 reduction projects via a trusted third party </li></ul>3
  31. 31. Delivery Printing Enveloping <ul><ul><li>Case : Mailing of 100.000 Direct Mail Addressed items of 50 g </li></ul></ul><ul><ul><ul><li>‘ Franking’ budget ~ € 35.000 </li></ul></ul></ul><ul><ul><ul><li>Amount of CO2 emissions Between 1,8 and 2,2 Tons </li></ul></ul></ul><ul><ul><ul><li>Financial value of CO2 emissions ~ € 20 - € 30 </li></ul></ul></ul>Sources: PostEurop, The Post Focus on CO2 Compensation of Large Mailings CO2 linked to the sending of a mailing
  32. 32. <ul><li>What’s in it for me as a customer? </li></ul><ul><li>Positive communication towards stakeholders </li></ul><ul><ul><li>Clients : visibility (“carbon-neutral” logo on the mailing) </li></ul></ul><ul><ul><li>Employees : increased loyalty </li></ul></ul><ul><ul><li>Other stakeholders : improved image… </li></ul></ul><ul><li>Potential impact in green accounting / CSR report thanks to green certificate </li></ul>Focus on CO2 Compensation of Large Mailings Benefits for customers