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Shocker: Green Marketer’s Survey Says Green PR a ‘Must’

Fifty percent of marketing and PR management believe that an organization’s green credentials are important to customers, according to research (via GreenBiz) commissioned by marketing communications company GreenPortfolio and based on 125 interviews with UK organizations.

Fifty-eight percent believe green marketing provides competitive advantage and 84 percent predict that green credentials importance to customers is likely to grow over the next two years.

Sixty percent of respondents said that environmental credentials are important to employees.

Still, three out of four companies have no green marketing plans in place and only one in three have senior management buy-in when it comes to going green.

Nearly half of respondents believe customers are prepared to pay more for environmentally friendly products and services.

PR is seen as the most credible channel of communication when it comes to green marketing with 23 percent of management surveyed investing ‘?strong or very strong effort’ into PR activities, compared to only 10 percent in advertising.

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4 thoughts on “Shocker: Green Marketer’s Survey Says Green PR a ‘Must’

  1. GREEN PR.

    Public relations efforts by Fortune 500 companies are starting to fall on deaf ears lately.

    Too much ‘green washing’. Not enough substance. Time to pick up the pace folks!

    shawn kalin

  2. We specialize in PR for green products. I will be happy to send you wome information if you are still interested. Connie Lilley

  3. Interesting to see how this has developed. I would argue that the environmental impact consumer purchasing has continues to be a increasingly important factor determining consumer spending. That this market continues to grow is good news.

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