Marketing firms have been encouraged to reduce the amount of waste they produce through a set of new guidelines that were unveiled last week.

Compiled by the An Post and Irish Direct Marketing Association, the Six Steps to Reduce your Mailings’ Carbon Footprint programme aims to help companies plan and develop environmentally-friendly campaigns.

Speaking at the launch of the initiative, Tanaiste Mary Coughlan highlighted the “dramatic shift” of opinion in both the public and business spheres towards environmental issues.

“This joint initiative … will dispel some of the myths and provide those involved in the industry with tangible advice – enabling you to make the changes and bring benefit to you and your customers,” she said.

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