Don Carli’s career in marketing consulting spreads nearly three decades, but in the last 12 years, his focus has shifted to sustainability measures in the print and supply chain worlds. He splits time directing the Institute for Sustainable Communications and Nima Hunter, a consulting firm he founded in the ’80s that centers on the before-mentioned issues. The list of Carli’s clients is large — Hewlett-Packard, Xerox, Adobe and so many more. The overarching goal: how to make the products we use every day more efficient and effective. The Institute for Sustainable Communications’ mission ties directly in: to raise awareness and build capacity for the sustainable use of print and digital media. “For the majority of people, ‘green’ is just not a motivating factor,” Carli admits. “People first and foremost focus on primary benefits — utility, convenience, effectiveness. If it also happens to be green, that may be the tiebreaker in the decision.” Neg Norton’s entire career has been based in the local search arena — transitioning from Yellow Pages and local marketing to digital local search with Local Search Association. Norton mentions yellowpagesoptout.com, a handy online tool that helps save valuable materials and energy by allowing users to opt-out of phone book delivery at their home or business. By supporting both digital and print location services, Local Search provides options for each segment of its user base. Despite what one may think, the print Yellow Pages is still referenced every day — nearly 11 billion times a year. “Delivering phone books to people that don’t want them is an irritant to the consumer,” Norton says. “It’s expensive and it doesn’t create any value for our advertisers. It’s just the right thing to do.”
Institute for Sustainable Communication’s Don Carli and Local Search Association’s Neg Norton
“Green is Good” welcomes Institute for Sustainable Communication’s Don Carli and Local Search Association’s Neg Norton to discuss their green initiatives.