Year End Report 2024/2025
About SMG
The Sustainable Mail Group is a non-profit organization dedicated to transforming the mail industry in Canada to build a better, cleaner future. As the country’s leading voice for sustainable mail solutions, we promote large-scale sustainable change within the mail value chain representing paper manufacturers, marketers, printers, and mail service providers. Our mission is to be stewards of the environment, working within the direct mail industry to offer continuous thought leadership and sustainable solutions that meet consumer demand for responsible mail.
Guide the industry towards choosing responsible materials throughout the mail supply chain
Promote design for the environment and elimination of waste in the mail cycle
Educate members on carbon footprint measurement, best practices and reduction
Facilitate knowledge sharing about the sustainable mail value chain
Message From Ward Griffin, Chair of The Board
It is my honour to present the Sustainable Mail Group’s second bi-annual report since our establishment in 2021. SMG remains committed to convening leaders from across the mail industry—corporate stakeholders, strategic partners, and subject matter experts—to collectively advance sustainability within our sector.
Over the past reporting period, our platform has continued to serve as a hub for best practices and thought leadership. We are pleased to note the addition of ten new educational sessions to our YouTube channel, further broadening the reach and depth of our knowledge-sharing initiatives.
In partnership with Canada Post and other key stakeholders, SMG contributed to the development and publication of a national roadmap to guide the responsible use of plastics in Canadian direct mail. Additionally, we collaborated with The School of Graphic Communications Management at Toronto Metropolitan University to provide instructional content for a variable print, helping prepare the next generation of industry professionals.
We are also pleased to welcome two distinguished professionals to the Sustainable Mail Group’s Board of Directors: Chris Rougier and Maxime Lemerise. Chris brings over two decades of experience in cause marketing and public affairs, having led impactful initiatives both in Canada and internationally that connect sustainability with strategic communications. Maxime, a recognized expert in ecodesign and circular economy principles, offers a rich background shaped by leadership roles at Eco Entreprises Québec, Bombardier Transportation, and other industry organizations. Their appointments strengthen our governance and reflect SMG’s commitment to advancing sustainability through diverse expertise and collaborative leadership.
As the mail industry continues to evolve, its contribution to Canada’s economy and communities remains significant. In this context, it is increasingly critical to maintain our commitment to innovation and environmental responsibility. Looking ahead, SMG will focus on delivering case studies aligned with our Plastics Roadmap and curating references to environmental regulations that may influence the future of the mail industry in Canada.
Events
As an active representative of our industry, the Sustainable Mail Group is dedicated to bringing greater value to our members. Our webinars and related sessions showcase different aspects of our industry and feature experts who generously share their insights and strategies on issues of sustainability, the regulatory environment and other issues of interest. To access these various sessions, please click the links below.
A session that provided direct mail marketers with practical strategies to enhance campaign effectiveness while minimizing their environmental impact. As highlighted, geo-targeting technology offers many advantages for direct marketers, allowing them to reduce the footprint of their campaigns while improving how they reach their target audience. Session highlights include the relevance of direct mail and printed flyers in digital marketing, the importance of data hygiene, the advantages of effective targeting, as well as how to optimize post-campaign measurement.
This online module demonstrated the six-stage progression of converting discarded paper into a reusable resource. The six stages highlighted included:
Collection & Sorting: The critical first stage highlighted how communities and recycling centres collaborate to retrieve recyclable paper.
Transportation & Processing: Transferring the product to recycling facilities, where it undergoes processing, cleaning and the separation of paper fibres to prepare it for recycling.
Pulp & Repulping: Explores the innovative methods involved with creating the essential building block of new paper while showcasing how to reduce waste and conserve resources.
Refining & Papermaking: A more detailed investigation into the art of papermaking within the context of using more sustainable and eco-sensible practices.
Paper Beautification: The processes involved with enhancing the paper’s aesthetics while still meeting the necessary print-quality and handling standards.
Environmental Impact: Understanding the broader implications of recycled paper and its effects on forests, energy conservation and greenhouse gas emissions.
This online seminar for print industry professionals demonstrated how sustainable practices can strengthen business and boost the bottom line. The session featured a panel of industry experts who discussed best practices and shared practical tips that helped them make sustainable and profitable choices. This seminar was especially helpful for printers to better position themselves in the changing landscape of sustainable practices.
Our interview with Chris Rougier from the MPH Agency underscored the ongoing strategic importance of direct mail in political campaigns. The ability to target voter demographics with highly personalized, data-driven direct mail efforts provides campaign teams with a distinct advantage in mobilizing communities and increasing voter engagement.
An online event that showcased Canada Post’s sustainability commitments and highlighted some of its successes in pursuing greener measures. Leadership discussed innovative practices, strategic initiatives, and the positive impact on both the environment and local communities.
An exploration of how sustainability and quality can coexist harmoniously, the “Sustainability is Kindness” direct mail campaign by Monadnock Paper Mills showcases an innovative marketing approach. The campaign illustrates how various elements work together effectively, from its inception and impactful design to personalized details and the inclusion of Kind® Bars in direct mail packages. Overall, the company balances sustainability and upbeat messaging while demonstrating how direct mail can genuinely deliver kindness to a world in need.
This webinar is aimed at printers interested in standing out by highlighting their commitment to sustainability. We demonstrate how Forestry Stewardship Council (FSC) certification is a strategic move to enhance a company’s profile and increase opportunities. Small printers that achieve FSC certification position themselves to thrive in an increasingly eco-conscious market. Through this webinar, viewers learn about the benefits of FSC certification, the steps to attain and uphold it, and how to maximize its advantages for business growth.
Targeting direct mail companies interested in discovering more about the environmental and financial benefits of using stretch film, this online seminar provides practical strategies for implementing these methods. It explains the differences between hand and machine film, highlights the financial advantages of stretch film, delves into the importance of sustainable packaging, and details the operational efficiencies associated with this alternative.
A seminar that examines the innovations that support the viability of print, paper and mail. It features experts sharing strategies to reduce waste and shrink the carbon footprint while promoting the ongoing advantages of these traditional formats.
An informative presentation focused on teaching viewers about all aspects of the Sustainable Forestry Initiative (SFI), an organization that advocates for the importance of sustainable forests for our future. The session emphasizes how SFI certification can benefit organizations and support corporate responsibility efforts. It discusses topics such as independent audits, continuous improvement, and the market recognition companies gain by using SFI-certified products.
Through the launch of the Plastics in Direct Mail Roadmap, we offered industry stakeholders an opportunity to better understand and adopt practices that enhance sustainability efforts. The Roadmap addresses key topics, including the impact of plastics in direct mail, where organizations could target reductions and replacements, explore innovations and technologies, and identify best practices for sustainable packaging and materials.
A session that highlights the collaborative success of Admill Group’s work with Insource Corp to transition away from plastics in their direct mail program. Viewers explore how this cost-effective strategy was created and implemented, including the inspiration for Admill Group to start the project, the challenges they faced and overcame, the details of the consultation process, and the outcomes achieved.
The Sustainable Mail Group is committed to eliminating plastic waste and pollution. Although the direct mail industry is not a major contributor of plastic waste, we feel that we can play a role in minimizing the amount of plastic waste being produced. Plastic is used in direct mail as it is a cheap and effective material, providing security and weatherproofing.
The Sustainable Mail Group and Canada Post are working together to minimize waste and advocate for the responsible use of plastics by developing The Plastics Roadmap. This initiative aims to provide direct mail stakeholders with the most effective strategies to adopt and reduce plastic waste. The Roadmap references the Consumer Goods Forum/Canada Plastics Pact Golden Design Rules, and offers clear, technical guidance on how to eliminate unnecessary or problematic plastics and increase the recyclability of packaging. The Roadmap is supported by several case studies.
Work with Toronto Metropolitan University (TMU) to Provide Insight Towards Direct Mail to TMU Students in Graphics Communications Management
Our collaboration with Toronto Metropolitan University’s (TMU) Graphics Communications Management students and numerous industry representatives showcases the diverse applications of direct mail. We present comprehensive examples of how direct mail campaigns develop throughout a variable print scenario, including applications for auto dealers, political candidates, fundraising campaigns, retail marketing, shelter support and food home delivery.
This session features insights from a broad range of direct mail stakeholders, such as National Association of Major Mail Users (NAMMU) leadership, political campaign consultants, Canada Post, mail service providers and TMU faculty.
Partner Efforts
Representing companies in the graphic communications and paper-based packaging industry, Two Sides North America shares stories about sustainability and dispels long-held industry myths. The Sustainable Mail Group worked with Two Sides to share stories about the sustainability of print, paper, and paper-based packaging.
As part of publishing our Sustainable Direct Mail Guidelines (2023), the SMG supports the premise of sourcing paper from certified sources recognized legitimate sources using such certification programs such as the Forest Stewardship Council (FSC) and the Sustainable Forestry Initiative (SFI). We have since held two sessions with these organizations to provide information and guidance on how to best implement these standards in a direct mail campaign.
Thank you to our members and sponsors for your continued support.
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