Corporate Green: Customers Care Whether You're for the Environment


Within the past couple of years, customer surveys often showed that customers did not care whether a company was “green” or not.

Some of the latest data from eMarketer may be revealing a new trend. In one of their surveys, the largest percentage (44%) reported that it was “very important” to them to look at how the company was impacting the environment.

So, 60% of respondents said that companies being environmentally conscious is either “extremely important” or “very important.” The majority of customers are leaning on businesses to go green. What are you doing about this?

First, make sure that you are doing your part. And don’t be afraid of boasting a little. There are areas of your website where you can broadcast your green internal business practices, such as your About page. Are you making environmentally friendly choices for your work environment? Let your customers know about all the good things you’re doing behind the scenes!

Also, consider using a green angle to your marketing even if not all of your products are all the way there. Don’t lie, but do take advantage of the advances you have made.  Sometimes for a consumer, the deciding factor in choosing between two brands is a finer point like the company’s image or perceived ethics, and eco-friendly policies are a big issue. The standards of green business and marketing, however, are rapidly changing due to better technologies and methods rising up everyday. So how do you keep up?

This is where traditional marketing still prevails: research! Research should always be one of your first steps in planning and executing strategies. Learn what eco-conscious consumers are looking for. Read about the latest technology and ideas for greener ideas. You can start with our classic post featuring great sites about the latest in green technology and consumerism.

And on one final note: don’t proclaim how green you are by wasting a huge amount of paper and using up fuel to transport your promotional messages. Read about why online marketing is a great alternative to traditional marketing methods such as junk mail. One of the great things about having a strong online presence for your business is that you end up saving a great deal on energy and waste!

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5 Responses to “Corporate Green: Customers Care Whether You're for the Environment”


  1. 1 Anonymous September 2, 2008 at 10:45 am

    Hi, Nice to see your blog doing so well. It’s been a few weeks since I visited you here so I thought that I should just stop by for a quick hello. Ok, thats it, have a nice day. Bompa

  2. 2 Cameron September 2, 2008 at 8:38 pm

    What a stupid and irresponsible statement to make….”consider using a green angle to your marketing, even if your product is not especially sustainable”. Why not just come out and say “‘greenwash’ as much as you can and try and fool your customers into thinking you are being environmentally friendly”.
    Great work, idots!

  3. 3 Gabriel September 8, 2008 at 5:48 pm

    Hi Cameron,

    You’re right! And we’ve edited the text to better express what we meant. We happen to be very eco-conscious, and if you look at our clients you’ll see we’re working with all good companies.

    That said, I do think that if you read the rest of the post and all of the others, calling us idots [sic] is a bit much.

  4. 4 Tim September 23, 2008 at 4:27 pm

    As a green marketer at a Midwest-based advertising and PR firm I enjoy the article as it reads and certainly understand that you were not promoting greenwashing techniques. Unfortunately there are some folks out there who will only read things at a surface level and then jump to conclusions.

    With that, I agree completely that research is where it all begins. We are in the midst of taking a large client (who does not have a green product but is quite green in its process) through a two tiered research project that will help them understand where consumers stand on green products as they pertain to a homeowners kitchen. The results will assist in determining the need for green product, or, if we might just satisfy the consumer if we market to them the fact that this client is as environmentally responsible as it can be.

    Keep the good articles coming.


  1. 1 lowerautoinsurance » Blog Archive » Corporate Green: Customers Care Whether You’re for the Environment Trackback on September 1, 2008 at 9:52 am

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