A blog focused on sustainable business issues and challenges

Companies Plan to Increase Green Marketing Spend

January 20, 2010

“Green” is becoming increasingly mainstream among marketers, but is that merely a passing fad in response to customer demands?

The answer may surprise you.  A new market study from Environmental Leader and MediaBuyerPlanner suggests that companies are engaging in green marketing because it’s valuable and often more effective than traditional marketing strategies.

The study, “Green Marketing: What Works; What Doesn’t,” includes several intriguing key findings, including:

  • 33 percent of respondents said green marketing was more effective than their normal marketing efforts. Only 7 percent said it was less effective. The remaining 60 percent said either they did not detect a difference between their regular marketing efforts and their green efforts, or they did not know which
  • Most marketers in the study (80 percent) said they expect to spend more on green marketing in the future. In addition, nearly half of respondents said the decision-makers at their companies hold green marketing in high regard. 15 percent said decision-makers hold it in low regard.
  • Interestingly, smaller firms spend more on green marketing than larger firms do. Companies with marketing budgets of under $250,000 spend about 26 percent on green marketing, while those with budgets of more than $50 million spend 6 percent on green marketing
  • Companies in the poll said that the internet is the most popular medium for green marketing. Among survey respondents, 74.2 percent have spent money online. The next most popular media outlets were: print (49.8 percent), direct mail (40 percent), outdoor (7 percent), radio and TV (7 percent) and mobile (6 percent).
  • Many firms find it difficult to track their marketing efforts. One of the most traceable methods is direct marketing, and among companies that used direct marketing in their media mix, 48 percent  said that it was more or much more effective.
  • It was encouraging to see that about half of the companies in the survey reported that they are taking steps to reduce their environmental impact. The most popular actions cited were conserving energy in operations (59 percent) and changing products’ ingredients, packaging, and/or intended use to reflect greener values (54 percent).

While this study offers some valuable insights about how marketers perceive green marketing strategies, I was hoping to see a few questions that directly addressed the issue of greenwashing.

After all, learning that 80 percent of the marketers in the study expect to spend more on green marketing in the future gives me pause. Are these marketers working for companies that are actually accomplishing sustainability goals and reducing their environmental impact, or are they merely increasing green marketing spend because these days – in a marketplace that lacks a single, unifying environmental label –even ambiguous or dubious claims seem to work?

Bookmark and Share

13 Comments to “Companies Plan to Increase Green Marketing Spend”

  1. I discovered your blog on facebook groups. I just added you to my MSN News Reader. Keep up the good work pal! Look forward to reading more from you in the future.

  2. I’m glad to hear that these companies are jumping on board with green marketing strategies to create more sustainable products.

  3. Spot on with this write-up, I actually feel this amazing site
    needs much more attention. I’ll probably be returning to see more, thanks for the advice!

  4. Υou’ve made some decent points there. I looked on the internet to find out more about the issue and found most individuals will go along with your views on this site.

  5. It’s enormous that you are getting thoughts from this paragraph as well as from our dialogue made here.

  6. Thanks for sharing your info. I truly apprecciate your efforts and I
    will be waiting for your next post thsnk
    you once again.

    my web blog; jacksonville storage (David)

  7. Hi there would you mind stating which blog platform you’re working
    with? I’m planning to start my own blog in the near future but I’m having
    a hard time deciding between BlogEngine/Wordpress/B2evolution and Drupal.
    The reason I ask is because your layout seems different then most blogs and I’m looking for something
    completely unique. P.S Apologies for being off-topic but I had to ask!

  8. Hi! Iknow this is kinda off topic but I was wondering if you
    knew where I could get a captcha plugin for
    my comment form? I’m using the same blig platform as yours and I’m having
    difficulty finding one? Thanls a lot!

    Feel freee to surf to my blog post anxiety insomnia

  9. If some onee wants expert view oon thee topic of blogging afterward i advise him/her to visit this webpage, Keep up the pleasant job.

  10. whether you host parties frequently, and the usage ‘ whether you would use just
    for heating food or baking or grilling. Simply open a box
    of baking soda and set the open box on the middle rack in your
    oven. If it is not, remove the large flat stone and build up your oven walls some
    more and try again.

  11. I have been told by a friend that Clickbank make it a challenge to get your money by pushing you to retail loads of various digital products through varied charge cards and then Paypal. I’d like to try Clickbank sadly I’m concerned about this process. Is it actualy true?

  12. Phil P.February 1st, 2007 at 5:52 am

  13. Dust mites in bedding are killed within ten minutes by dryer heat, but it can be virtually impossible to get dust mites and their waste out of mattresses and pillows.
    If you have the opportunity, you are advised to read online reviews of multiple
    air purifiers. You will find more information that will
    help you as regards or other related oreck air purifier review, corinthian, neoair enviro plus air purifier neoair plus two, air filters purifiers reviews.


Leave a Reply