Thursday, 30 August 2007

What does the Green Agenda mean to Marketing?

As Martin Wolf from the FT argues, it is reasonably clear that the tide of the scientific argument has turned decisively towards mankind's culpability in creating climate change. What is not clear though, is how we move to reverse this. What this has pointed to is that climate change (and the green agenda) is a subject that is gathering steam, be it in the echelons of the World Economic Forum annual meeting in Davos, or in the coffee table conversations of countless meetings, and has become a serious agenda for business. I argue, through this post, that marketing is well placed to take actions on this front.

  • Your business has to be on the right side of green. In today's world, particularly in continental Europe, anything from 30-60% (depending on the country) of consumers vote with their feet if they believe your business is not acting sustainably- creating a clear business case for your green credentials. The best way to ensure this is to initiate business programs that aim at being carbon neutral, and tackle other parts of the sustainability argument as well- use of fair-trade commodities, ethics and sustainability audits etc
  • You may have opportunities to create newer products/servicelines that are able to bring this benefit to bear with your customers. Eg- if you are in retail, it is relatively easy to create products/brands/services that appeal to the green consumer- think Prius, think Fairtrade coffee, think BP's ultimate petrol.
  • Bring down the "carbon footprint" in marketing activities- eg- can you reduce usage of paper, can you look at your event venues that are "greener", can you bring down travel through your campaigns etc… (in many ways, this stuff actually reduces your costs, hence creating a double benefit)

1 comment:

Renata UK said...

Hello Sir,

Nice Information for me.

My comment is...

With electronic commerce growing so rapidly, businesses need to examine critical elements that could influence users' perceptions of business-to-business and business-to-consumer electronic commerce.