Introduction

In 1989, I introduced the term "Green Marketing Mix". (see Bradley 1989). I have always been interested in the topic and encourage recycling and reuse. Sometimes it is a good idea to eliminate use of products and services. From a societal perspective this "De-Marketing" is a responsible stance to take. From an environmental viewpoint it is essential. There have been some impressive initiatives made by organisations and individuals. This article describes a "virtual" set of awards. It is gradually growing as new items are added. I have divided these into six "De-Usership categories" and those are the categories for the Green Marketing Mix Awards:

Stopping Use
Less Use
Re-Use
New Use
Multiple Use
Correcting Poor Use

1. Stopping Use

Email saves Paper. What more can you say.. it can! Stop printing and only print your emails when absolutely necessary. Use the power of memory.

2. Less Use

"Use your car less" is one of those messages we hear daily. The alternative is to walk. You might consider cycling so see the Cycle Info Centre

3. Re-Use

The category refers using an item again for exactly the same purpose with little or no modification. In theory this means that the item has a life that is eternal.

UK Milk Deliveries. Many UK households have milk delivered to the door in glass bottles. When a delivery is made empty bottles are collected and reused. The milk is carried on electric powered milk vans: the vans are silent in the early morning and lead to little pollution. (Companies to credit CoOp Milk -Express Dairies)

Newspapers are inexpensive, easy to carry and can be read anywhere at any time. Paper recycling makes the product viable. The Newsprint and Newspaper Industry Environmental Action Group (NNIEAG) informs us about the commitments of the UK newspaper industry. It is there to encourage high standards of environmental responsibility.

Spectacles are useful to everyone, so it is heartbreaking to learn that every year 10 million pairs are thrown away in Europe/USA. Donate used specs to Vision Aid Overseas http://www.vao.org.uk/dx/

4. New Use

The category refers using an item again for exactly another purpose with some modification. This modification may be slight or it may change the entire nature of the material.

Plastic waste can be transformed into pencils. Remarkable Pencils does just that. At the website click on FACTORY or click HERE.

The ECOPOD is a funeral coffin. It is made from used paper, it is a beautiful shape and colour and does not damage the environment. Plan your funeral today! http://www.ecopod.co.uk/

5. Multiple Use

Multiple use means looking at the function of any item and considering the implications to the environment and society. If it can be easily modified for simultaneous use as something else then it should be changed. It may actually perform several functions.

Dual Purpose Promotions In 2001 Amsterdam Zoo had a leaflet that described the zoo. A giraffe lends itself to a long leaflet which doubles as a height measure for children. In 2004 Klick Photo Service placed sick bags onto airlines, if passengers are sick they could use the bag (and it can be used for general waste) but if a film was ready to be developed, then the bags became pre postage paid bags, perfect for flights carrying holidaymakers back home.

6. Correcting Poor-Use

In my book "Green Marketing" I have changed "Correcting Poor Use" to "Neutralising Use". It is no compliment to be accused of being responsible for "poor use", but the consumers and suppliers cannot escape the perception that they are wrong. Waste should not exist and corrective action should be the last resort. The Centre for Alternative Technology (Wales) have an online test to establish the damage you, as an individual, do to the environment. It is called a CARBON FOOTPRINT and is based on the ECOLOGICAL FOOTPRINT (see the links section below).

Litter-related initiatives such as patrols, competitions, clear up days, sponsored bins fit into this category. So credit must go to schools and groups when they raise awareness of the damaging nature of waste. (Companies to credit: Falkirk Council, McDonald's )

The Direct Marketing Association ran a campaign to encourage consumers to recycle their used or unwanted direct mail, and raise awareness of the Mailing Preference Service (MPS) which allows consumers to stop up to 95 per cent of addressed direct mail.

Other people have come together to "rethink" the whole problem, best wishes go to http://www.rethinkrubbish.com and to this site http://www.recyclemore.co.uk simply enter your postcode to find recycling facilities nearby.

Afterword

There are a few bodies that encourage us to consider the world we live in. One is the Centre for Alternative Technology (Wales) ; go to the site for inspiration and to get some good ideas. Another is the Institute for Social Inventions. For the record, here are ideas I suggested One Two Three Four Five Six Seven. You can suggest a few too. There are many thinking bodies in local areas for example Harrow Environmental Website. See http://www.tve.org for the Television Trust For the Earth. Some lovely photography and resources.