Social Speaking Green business market landscape

Much of corporate landscape believe that green business policies have sweeping benefits—for the environment, competitive and financial position.

Read the below corporate survey results by By Robbin S. Goodman

* Markets and consumers are overwhelmingly concerned about climate change and its potential impact on the quality of life for future generations (80%);

* Pro-environmental policies improve corporate or brand reputation (75%), make business more competitive (73%), strengthen sales and ROI (67%), and improve employee recruitment and retention (58%);

* Actions taken by corporations can, in fact, effect positive change in the environment (61%).
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As world mindsets are going green they are also more savvy to "green washing" by companies and products just to capture buzz. A challenge for marketers, or ad agencies that are asked to implement a campaign that is in actually a "green wash"

Keep in mind that there are very passionate green consumers and if the discover the "wash" they will be very vocal within their discovery and this ill will can spread up to 80% of the market. It is our duty to avoid these circumstances as the results could not only cost the client but your agency reputation as well because you are willing to blur the lines. (todays market is about trust factor)

Communicating these forward thinking policies or utilizing them to build brand, loyalty or perceived value in product and company requires thoughtful implementation, transparency and accuracy in behaviors. How this can be done is through provable neutral reports, research, certifications from creditable sources to back up marketing claims. For internal business mindset, do you have a documented "green plan" had it evaluated by a eco consultant or LEED expert. What is really green about your business, there is a world of difference between a little green vs totally eco friendly environments for employees or products.

So when "going green" be able to walk the walk, talk the talk and back it up with facts.

The future is bright for the "Green Market Place"
On the consumer/employee side if perception in "green value" is there projected green business futures are brite as according to Environmentalleader.com projected consumer spend is estimated to reach $500 billion (findings from the 2007 ImagePower Green Brands Survey)

What this means to green marketing agencies, pr and advertising agencies is that there is an increased need to help the green industry communicate their brand message, product or services, making being green truly green for all those involved.