2Sustain

Despite the mounting evidence regarding  the business benefits of sustainability initiatives, a new survey found that US consumers and Fortune 1000 executives remain doubtful that there is widespread commitment to “go green” among corporate America.

The 2010 Gibbs & Soell Sense & Sustainability Study was conducted online in July 2010 by Harris Interactive. Some 2,605 U.S. adults and 304 Fortune 1000 executives were polled, and the results show that:

• Only 29 percent of executives and 16 percent of consumers believe that a majority of businesses are committed to “going green.”

• Most executives cite insufficient return on investment (78 percent) and consumers’ unwillingness to pay a premium for green products or services (71 percent) as the primary obstacles to more businesses “going green.”

• While more than two-thirds of executives (69 percent) say their companies have people responsible for sustainability, most have only added responsibilities for green efforts to the primary duties of a team of individuals (35 percent), or a C-suite or another senior level position (15 percent).

Obviously, business leaders who do recognize the value of sustainability have their work cut out for them. They need to address the credibility gap identified in this survey and find some way to consistently communicate the benefits –and the necessity –of pursuing “green” initiatives.

“This general skepticism about the corporate commitment to environmental stewardship represents a critical communications challenge for business leaders,” says Ron Loch, senior vice president-greentech and sustainability practice, Gibbs & Soell. “Closing this credibility gap is going to require actions and communications that connect with key stakeholders. Having a dedicated staff and line item budget for green initiatives is an important step in making believers of employees, customers, and investors. For connecting with consumers, it means transparency and consistency of message.”

The 16-page report is available here.