Opinion: Stop recycling the 'junk mail' mantra.

Let 10,000 trees bloom! That is the DMA's hope, anyway. In partnership with the Woodland Trust, it will fund the planting of up to 10,000 trees as member companies help it meet the industry's environmental targets.

When I looked at the website created to record progress, the 'treeometer' had reached the grand total of 874, and some 34 companies had registered as contributors.

In fact, the list of early supporters raised more questions than it answered.

If WWAV Rapp Collins Edinburgh can register, why not WWAV London or WWAV North? If Admiral Insurance is taking part, why not Norwich Union or Royal & Sun Alliance?

Ultimately, though, the …