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Sales Marketing
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Firms Fail to Capitalise on Green Marketing Potential
Companies are failing to achieve even the basics when it comes to marketing themselves as environmentally-friendly organisations, research has found.
Independent research commissioned by GreenPortfolio has revealed that 72 per cent of companies have no green marketing plans in place, despite the fact that consumers are becoming more concerned about the green credentials of products and services.
"Being green is no longer nice to have, it's a marketing must; otherwise companies run the risk of losing customers, employees and shareholders," said Rebecca Dunstan, environmental PR consultant at GreenPortfolio.
However, only half of marketing and PR management personnel thought that an organisation's green credentials would be important to customers, although 84 per cent admitted that environmental concerns would become more important over the next two years.
The research, which involved 125 interviews with organisations in the UK, revealed that 58 per cent of marketing and PR professionals thought that being green could give their business a competitive advantage.
However, 80 per cent of respondents still said that organisations would only take environmental concerns seriously if they were legally required to do so.
Ms Dunstan said that more planning was clearly required in the area of environmentally-friendliness.
"A phenomenal number of companies have no green marketing plans in place at all and even those that do tend to approach environmental issues on an ad hoc basis.
"The need to get going is very real and businesses mustn't get left behind when it comes to environmental marketing," she concluded.
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