The overall value of direct marketing to the UK economy stands at £43.7bn, according to new research.

Published by the Future Foundation, the report the Economic Impact of the UK Direct Marketing Industry also found that total employment accounted for by the direct marketing industry has grown by 9.5% since 2004 to 886,000 – or 3.1% of total UK employment.

Commenting on the report, Robert Keitch, director of media channel development at the Direct Marketing Association, praised the resilience and adaptability of the DM industry, but provided a word of warning: “To sustain such growth, it is vital that the industry continues to adapt and takes a responsible approach by balancing consumer and business needs with environmental and social responsibility,” he said.

For more on the report, visit the DMA’s website at www.dma.org.uk The report is free to download for DMA members, but non-members can still access the executive summary.