Sustainable changes helped the environment and the brand

60% increase in mailing volumes
Zero sustainability complaints from customers
browns books print

Background

Browns Books, the UK’s leading supplier of books and eBooks for schools and libraries, sends a bi-annual 80+4pp A4 ‘Summer’ catalogue to schools (nursery to university). These printed catalogues are a trusted resource for time-pressed book buyers. 

However, over the years Browns had faced high complaints due to a lack of sustainable materials and poor print quality. 

In line with their 2024 goal to make all marketing collateral sustainable, Browns sought a new supplier to improve quality and impact while reducing environmental harm.

Solution

Browns Books partnered with Webmart to radically transform their catalogue production, focusing on sustainability, quality, and cost efficiency. 

Using Webmart’s EcoMetrics carbon calculator, they assessed every element of the previous processes and found opportunities to reduce impact without harming the catalogue’s visual appeal. 

Key changes included switching to FSC-certified paper and reducing weight from 100gsm to a thicker-feel 90gsm, cutting CO2 by over 10kg. Biodegradable potato starch wraps replaced plastic polywraps, protecting both the environment and the brand’s reputation. 

Webmart also cleansed the mailing list to improve targeting, reduce waste, and lower returns. Catalogues were distributed via Webmart’s climate-positive Enviromail service, fully offsetting distribution emissions. 

A Carbon Neutral stamp on each catalogue communicated the final CO2e offset for each catalogue, helping to educate the end user on the carbon impact while underscoring Browns’ commitment to transparent reporting and environmental responsibility.  

Finally, Webmart addressed the misconception that digital is greener than print- showing digital contributes 3.5% of global carbon emissions versus print’s 0.9%, with the added benefit that print can be recycled.

bookshelf
forest

Results

The updates to Brown’s Books Catalogues improved both environmental impact and business performance. Webmart validated all sustainable practices and supplier accreditations, helping Brown’s measurably meet their materials goals. 

  • Reaching more customers is key to ROI. Previously, budget allowed mailing just 22,000 of 50,000 contacts; thanks to Webmart’s cost savings, Brown’s reached 35,000—a 60% increase.
  • After carbon mitigation, emissions per item were 598g. Webmart also offset production and distribution emissions - 19.25t CO2e (equivalent to ~68,750 miles driven by a UK car) making the campaign carbon neutral.
  • Brand impact was also positive: returns dropped 70% (from over 1,000 to under 300). In an effort to drive a circular economy the returned catalogues were redistributed, adding 153 new accounts. 
  • For the first time, there were zero sustainability complaints -a huge leap from the previous year’s 75 complaints and 50 unsubscribes.

This campaign not only exceeded expectations, but it also clearly demonstrated the powerful results that come from making sustainability a priority.

Source: Webmart