Case Study: Data & Marketing Association cuts waste and boosts recycling with BSI

Creating a More Sustainable Marketing Industry Reducing the Carbon Footprint and Cost of Waste in Marketing

The Data & Marketing Association (DMA) worked with BSI to tackle growing pressure from members, government, and the public to reduce the environmental impact of direct marketing. Facing the risk of restrictive legislation if recycling rates did not improve, the DMA needed a clear, credible standard and practical guidance for lowering waste and carbon footprint across the industry.

BSI developed PAS 2020, a Publicly Available Specification that set out definitive requirements for more sustainable direct marketing, supported by a third-party certification scheme. The result was a strong industry-wide consensus and measurable improvement, including a 76.5% recycling rate versus the government’s 55% target, protection from likely adverse legislation, and significant cost savings for adopters such as Sun Life Direct, which reported savings of £150k per year.

Data & Marketing Association

Alex Walsh

Associate Director