Count Us In
The numbers – provided to SB09 attendees on a lead-free flash drive imprinted with non-toxic inks – make the case for sustainable marketing.
Thursday, June 11, 2009
An American Marketing Association/Fleishman Hillard survey of marketers and communicators finds:
Old-school mentalities. Only one-third say their businesses have extensive recycling programs. Just one in five have taken big strides toward energy efficiency. A mere 22 percent say their companies have dedicated considerable resources to sustainability.
Change is coming. Nearly two-thirds think the Obama administration’s policies will speed sustainability programs. Half say the current economic realities encourage sustainability practices, while 29 percent say they discourage them. Only one-third do not foresee change in near future. Nearly three-fifths expect their organizations to put more emphasis on sustainability over the next two to three years.
Beyond green. More than half define sustainability as “balancing financial, human, and natural resources for long-term benefit.”
From a J.D. Power and Associates Internet analysis:
A sustaina-boom. Bloggers aren’t talking about whether the environmental crisis is real anymore; they’re discussing solutions to specific environmental issues.
It’s personal. People are buzzing more about personal change, such as household greening, than about broader, longer-term solutions.
Attitude shift. J.D. Power created “consumer persona” categories based on reactions to environmental issues. In spring 2007, more than one-third of bloggers were “negators” and “rejecters” who actively scoffed at environmental concerns. Almost a quarter weren’t sure what to believe. Only 17 percent classified as “shifters” or “activists” who took personal action to abate an environmental crisis.
A year later, only 22 percent fell into the “negator/rejecter” categories, with 10 percent uncertain. The group filling the “shifter/activist” mold, meanwhile, rose to 27 percent.
Wary of fakers. While the ranks of green consumers are growing, people are increasingly skeptical of “greenwashing,” or misleading attempts to boost the public image of an environmentally destructive company.