Being "green" is all the rage in marketing these days. Print, TV, radio, and online advertisements pitch eco-friendly products and offerings. Riding on the back of intense media coverage of the climate change issue and the dramatic increases in energy costs, especially oil, marketers see an opportunity to differentiate their products and tap into the underlying consumer desire -- or guilt -- to "do the right thing."
At innerbridge, we personally have a green hue. But we are also avidly tracking and advising companies on the topic of green marketing, including concepts such as greenwashing (pretending to be green to improve PR or to get sales from sympathetic customers). As part of this effort, we continually discuss the concept of green marketing with clients, as well as with executives we interview for other projects. We also track media coverage of green marketing initiatives and take note of green-tinged advertising.
In addition to these activities, we are embarking on a long-term process of directly tracking green marketing trends -- using surveys to tap into the thoughts and opinions of business executives and consumers. We want to know their views of the value, reason behind, and return of "going green."
Attached is the link to a survey for business executives on green marketing. Feel free to take the survey yourself -- its just 10 questions -- and/or pass it along to relevant peers and friends. We will cull the data and post the results of this initial foray.
Leave a comment