| p>Chief Marketing Officers (CMO) in major | | | | It breaks my little marketer heart to type it, but |
| corporations across the globe are asked by their | | | | green marketing is in ... overload. |
| Boards, "When will 'Green' extend our brand loyalty? | | | | Here is one test. Create a twitter account, follow |
| How will corporate social responsibility programs | | | | passionate folks involved in green and experience a |
| consistently increase shareholder value?" | | | | current green topic tweeted to you, 15 times. |
| That sound is the collective mass of CMOs scratching | | | | Tilt. |
| their heads. | | | | The bottom line is: businesses that promote, invest |
| More and more, executives in mega-enterprise-wide | | | | and champion a future of reduced emissions should |
| companies are doing the right thing: diligently | | | | be the brand leaders of today and tomorrow. |
| implementing processes to measure and manage | | | | Responsible executives are doing the right thing and |
| carbon emissions, not an easy feat in a worldwide | | | | spending big money to implement supply chain carbon |
| supply chain. Energy efficiency, reuse and water | | | | metrics and more. They seek the answer to, "What |
| conservation are hitting top-of-mind-awareness for | | | | bang for my buck?" Their investment is not cheap or |
| many CEOs and their efforts are packaged, | | | | easy, they undoubtedly deserve the bang. |
| positioned and presented in corporate sustainability | | | | Yet sustainability programs remain early adopter as |
| reports (CSR). | | | | the value propositions available today are not revving |
| Voluminous reports, not to be outweighed by the | | | | up shareholder value and brand loyalty. |
| explosion of 'me so green!' advertising. | | | | The majority of businesses on the planet are small to |
| I'm interested, actually captivated. I read a significant | | | | medium size enterprises (SME). If Intel, Dell and |
| number of CSRs as well as marketing research | | | | PepsiCo are not able to turn their massive |
| results generated by groups like Earthsense who | | | | investment in green into brand loyalty, how will SMEs |
| provide an impressive report of the green consumer. | | | | be convinced that the investment is worth it? |
| In twenty plus years, I have never seen an industry | | | | Consumers are inundated. |
| with so much data, outstanding data, and so little | | | | Corporations focused on quarterly results know that |
| consumer commitment. Venture funding for green | | | | meeting long-range, high cost deadlines require |
| has surpassed biotech, our government is evaluating | | | | consumer support. Perhaps a collaborative strategic |
| advanced legislation and opening up our coffers, and | | | | discussion is warranted. |
| still consumers do not act. | | | | |