Marketers: Lack of Awareness, Cost Impede Green Marketing

October 29, 2008

Email this story Print this post Add your comments

According to a survey of marketing managers at Eloqua’s user conference, a lack of awareness and costs are the top factors preventing organizations from venturing into green marketing, Netimperative reports.

Thirty-eight percent of respondent cited lack of awareness as preventing green marketing, while 21 percent cited cost, and 8 percent cited a lack of available green suppliers as a factor.

Yet at the same time, nearly 60 percent of respondents said they believe green marketing can provide a competitive advantage. In addition 90 percent of respondents said they think the marketing industry has a responsibility to become more environmentally friendly. The survey predicts that in the next 12 to 18 months, 60 percent of companies will move to digital marketing activities in order to be more environmentally friendly.

Companies seeking to foray into green marketing will have to be more careful about touting green claims because the Federal Trade Commission is updating its “Green Guides” next year and is likely to seek legal precedents.

In September, Saab Australia’s parent company, GM Holden was successfully sued by Australia’s advertising board for making misleading green claims.

Earlier this year, Clorox Company was also told to modify some of the ads for its Clorox Green Works, which critics said made dubious claims.

Email this story Print this post Add your comments

Advertisers

Make sustainability part of your strategy.

Get equipped at the SAP Sustainability Resource Center. >>

Unclear about the EPA's new GHG Rule?

Learn how it could affect your business. >>

EPA mandatory emissions reporting starts Jan 1st

CSA Standards can help your organization get ready for compliance. Find out how. >>

Best Practices: Product Environmental Compliance

How to achieve compliance at a significantly lower cost. Download the full report. >>

Join the Discussion

Recent Daily News [ see all ]

11/20/2009
11/19/2009
11/18/2009

Charts [ see all ]

European Paper Industry Cuts CO2 Emissions by 42% since 1990

S. America Takes Most Urgent View of Copenhagen Talks

Nike Tops Annual Climate Action Scores

Oceans May Trap more Carbon than Forests

Jobs

View All Jobs >> Post a Job >>

Comments and Discussions

Trade Association on Trade Group on EPA Chemical Regs: ‘If Everything is a Priority, Then Nothing is a Priority’
"Seriously… that..."

Gary Markowitz on Supermarkets Tackle Emissions Reductions, Fuel Efficiency
"Supermarkets waste over 10 percent of their energy through improper..."

peter in ireland on Ontario May Follow California’s Lead on TV Energy Efficiency
"Governor Schwarzenegger is shooting himself in the foot! 1...."

Environmental Leader on S. America Takes Most Urgent View of Copenhagen Talks
"The survey respondents (the PDF report mentions 4,000 respondents in 38..."

Jake on UPS Trying New Hydraulic Hybrid Trucks
"A point of clarification: the Reuters press release referenced herein reports that 20 UPS will purchase..."

Custom Organic Shirts on S. America Takes Most Urgent View of Copenhagen Talks
"90% of North Americans believe it is urgent to get a global climate..."

peter dublin on California City’s Green Building Ordinance Applies to Commercial Buildings
"Why energy efficiebnt regulation on buildings –..."

Environmental Leader