Research Recap
Answering Wanamaker: Opting In to Receive Retail Flyers Cuts Waste, Not Sales
Key Takeway
Regulating distribution of retailers’ print flyers might help the environment, but could it harm sales? Requiring consumers to opt in to receive such flyers can be a win-win: households that use them will continue to do so while eliminating the waste—and wasted marketing effort—of unsolicited distribution.