Magazine article CRM Magazine

A Green Light for Marketing: The Onus Is on Marketers to Go Green through Their Actions, Not Their Words, as Consumers Become More Environmentally Aware

Magazine article CRM Magazine

A Green Light for Marketing: The Onus Is on Marketers to Go Green through Their Actions, Not Their Words, as Consumers Become More Environmentally Aware

Article excerpt

When marketers see green it's usually the faces of past presidents; however, more marketers are starting to view the color in a different shade. Ecofriendly marketing has gained popularity among companies in the past year, largely propelled by growing concerns surrounding noticeable climate changes and the depleting ozone layer. Companies of all sizes and across all verticals have begun announcing efforts to "go green": Wells Fargo now offers green energy to its cardholders, Home Depot came out with an Eco Options line for consumers, and Microsoft has begun promoting Live Earth concerts and touting energy saving aspects of Vista. Organizations have found great success with ecofriendly campaigns, but many have discovered that once you go green, there is no going back.

"Within the United States today we're looking at a shifting political environment," says Emily Riley, an analyst at Jupiter Research. "As the idea of greener living in general continues, manufacturers and marketers will be part of that change and will reap the benefits of better efficiency and lower costs to becoming green." In a survey conducted in 2006, Jupiter found that 34 percent of consumers reported that they prefer to buy products that are environmentally friendly. Although this number does not indicate that this criterion is the highest on their lists, it does speak to a growing awareness.

Marketing, with its constant direct mailings and piles of swag, has come under criticism for wasting of raw materials, and many companies have looked at ways to make their marketing efforts less ecowasteful. According to Stacee Matheson, founder and president of ecofriendly promotional merchandise and apparel supplier EcoBranders, in the past year her industry has experienced a great deal of growth, a momentum she hopes will continue. "I don't foresee companies giving up their marketing materials entirely in the name of being ecofriendly," Matheson says. …

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