Having good green credentials can boost marketing efforts and improve the potential success of campaigns, new research suggests.
GreenPortfolio, the environmental relations division of Portfolio Communications, found that half of marketing and PR managers believe customers take note of how green their organisation is and 58 per cent think being environmentally friendly provides them with a competitive edge over their rivals.
Additionally, some 84 per cent said they expect good green credentials to climb higher up the consumer’s list of considerations over the next two years as environmental issues become even more pressing.
In order to capitalise on this growing demand from consumers for products and services that are environmentally friendly or address certain environmental problems, it is important that companies look to improve their green credentials the report claims.
Yet despite this view and despite the fact that almost half of respondents thought customers would be willing to pay more for greener products and services, some 72 per cent of marketing companies said they do not have any green marketing plans in place.
Rebecca Dunstan, environmental PR consultant at GreenPortfolio, said being green has become a “marketing must” and that companies who fail to improve their green credentials are likely to lose customers, employees and shareholders.