PAS 2020 Direct marketing. Environmental performance. Specification
PAS 2020 has been produced in response to pressure from the direct marketing (DM) industry to take a more responsible and sustainable approach to marketing activities.
PAS 2020 has been commissioned by the Direct Marketing Association (DMA) in partnership with Acxiom, ISBA (The Incorporated Society of British Advertisers), Royal Mail and the Telephone Preference Service and has been developed by BSI British Standards.
Environmental issues, ultimately relating to climate change and the excessive consumption of non-replaceable resources, are a particularly pressing concern. PAS 2020 will support the DM industry in its aims to manage these environmental impacts.
PAS 2020 establishes a set of environmental objectives, performance levels and indicators for different environmental aspects of a DM campaign. The indicators provide an indirect measure of a DM campaign’s environmental impact on such things as climate change. They can be used by clients and suppliers to demonstrate in real terms a commitment to more responsible business practices.
This PAS is applicable to DM campaigns:a) For all types of products and services
b) That use one or more communications channel
c) That are a one-off or ongoing.
PAS 2020 focuses on:a) Specifying the management of a campaign
b) Identifying environmental aspects and specifying associated environmental objectives and environmental performance levels
c) Specifying environmental performance indicators
It covers the following communications channels:i) Direct mail
ii) Door to door unaddressed mail
iii) Email marketing
iv) Field marketing
v) Inserts in publications
vi) Mobile marketing
vii) Telemarketing.
This PAS can be used in conjunction BS EN ISO 14001, BS EN ISO 14031 and BS 8555.
PAS 2020 applies to all organizations involved in direct marketing regardless of their size or complexity. These include client companies, advertising agencies, printers and mailing houses.
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