July 16, 2009
Green Marketing Will Grow In 2009
Successful Green Strategies Save Costs And Generate Additional Revenues
by Steven Noble
with Christine Spivey Overby, Erik Hood, Jean-Yves Lugo
Executive Summary (This is a document excerpt)
Does green marketing still matter? With consumer concern for the environment, standards and regulations changing, and the ability for organizations to save by being green, green strategies are more important than ever. Organizations have launched a number of green activities focused on product development and innovation, improved operations, corporate behavior, and marketing efforts. Marketing leaders should base green initiatives on their specific target consumer expectations and provide trustworthy information to avoid greenwashing accusations.
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recommendations
| This report uses data from our North American Consumer Technographics® research and our Global Marketing Leadership panel. Related Research DocumentsAugust 14, 2008
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As Green Marketing Matures, It Faces Challenges 
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Original air date: Thursday, May 21, 2009
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