The Australian Direct Marketing Association (ADMA) has developed an easy-to-use online Environmental Planning Tool and Policy Generator to help its members outline their green credentials.

The tool works by prompting users to input their organisation’s current environmental practices and creates a policy document and vision statement that they can use to promote their environmental credentials and philosophies to clients, suppliers and the broader community.

The online device was created in conjunction with the US Direct Marketing Association’s Committee on Environmental and Social Responsibility. The Australian planning tool has been developed further by ADMA after reviewing best practices in the United Kingdom, Canada and Australia.

“The planning tool is designed for our members to conduct internal evaluations of their environmental practices that affect marketing processes. It will help to highlight areas for environmental improvement and, at a minimum, educate staff and raise awareness of essential environmental issues,” said ADMA CEO, Rob Edwards.

“Using it gives you both a greater awareness of the complexity of environmental issues facing direct marketers and the means for addressing them in a practical, feasible manner.”

The tool provides users with a list of ideas and strategies to consider when developing internal environmental policies, allowing companies to focus on single areas for improvement such as list hygiene or packaging. Companies may also take a more comprehensive approach to the issue.

In particular, it deals with the need to reduce, reuse, recycle and rethink:

  • Environmental leadership and best practice
  • Paper procurement and use
  • Mail design and production
  • Data hygiene and management
  • Packaging and fulfillment
  • Claims and labelling
  • The environmental impact of digital marketing and eWaste

The Environmental Planning Tool and Policy Generator is available to ADMA members by visiting