I speak tomorrow about Word of Mouth (WOM) Marketing to the Kansas City chapter of the Direct Marketing Association.

Several sustainability stories are peppered into the presentation because a sea change is underway. Beyond legitimate attacks on the $15 billion bottled water industry and efforts to curtail plastic grocery bag usage, the direct marketing industry may be the next target of eco-conscious living.

We're seeing WOM-amped grassroots efforts trump multinational ad spends. Word of mouth and the social media venues that extend its reach and velocity are forcing new standards of accountability. Congruity in word and deed are essential for every business these days. Especially for direct marketers: it's time to think differently and forge new contracts with your customers, giving them choice in how they want to receive you. Saving you dollars, improving customer loyalty and earning positive word of mouth in the process.