Sustainability and paper - aren't they mutually exclusive? Due to changes in media usage, consumers are increasingly turning to online leaflets and often believe they are receiving more sustainable information. However, judgements about the sustainability of paper are often made hastily and without sufficient background information.
With the Prospektmonitor, IFH MEDIA ANALYTICS is launching an initiative that puts the leaflet at the centre of attention and dispels myths and untruths based on facts. By providing information on production and recycling, the Cologne-based institute aims to educate consumers and revise the image of resource wastage and environmental pollution.
The results of the Prospektmonitor show that well-founded information on the carbon footprint of the leaflet can have a positive influence on public perception. Consumers change their opinion significantly after being informed about paper, water consumption and recycling.
"The print leaflet needs an image campaign! Although it is still the leading medium for communicating offers, it is often criticised for not being sustainable. The lack of information about production and recycling must be made accessible to consumers in an understandable way; this is the only way to free the leaflet from the myth of wasting resources and polluting the environment," says Andreas Riekötter, Managing Director of IFH MEDIA ANALYTICS.
The Prospektmonitor provides important impulses for clarification in order to support the leaflet genre with a variety of arguments in favour of printed offer communication and to positively influence public opinion based on facts.
In our joint Consumer Insights study series on 360° offer communication, we also analyse the leaflet alongside 13 other channels. In issue two, which will be published in May, the Uplift Index also shows how different channels of offer communication increase retailers' loyalty, frequency and receipt levels. Uplift Vol. 2 focusses in particular on offer communication in the digital world.
Both series of studies provide retailers with a sound basis for making decisions about the composition of their marketing mix. At the same time, both Uplift and Prospektmonitor take a critical look at print and the previously less analysed leaflet. Both publications show: The leaflet is still enormously popular and should be part of a successful media mix.