I don't know if you've heard of Bea Johnson, of 'zero waste home', blog and book. (I suggest reading her book, it's really insightful.)
You can find more information about a zero waste life at her blog here.
She talks about zero waste in 5 steps, all to be done in order. The first is refuse. She talks about refusing what you don't need. Junk mail is something we don't need and most of us don't want. You can get off a lot of those lists!