Shannon's blog

With 7.4 billion greeting cards sold in America last year, the greeting card industry is responsible for enormous paper use.  Although e-cards represent a growing niche within the greeting card industry, traditions and personal preferences will likely insure the continuation of a sizable market for paper cards.  Environmental concerns and growing consumer interest in green products have prompted an increase in eco-friendly greeting cards and card recycling/reuse programs.

An increasing number of companies issue annual CSR reports to promote their green credentials, satisfy consumer demand, and meet regulatory standards. In 2008, three thousand companies are expected to publish CSR reports - but only 750 will seek third-party verification, or assurance, on their report's credibility and completeness.

Social networking sites – such as Facebook, MySpace, Twitter, and Ning – have become popular destinations for internet users. In fact, 50% of 15-34 year olds participate in social networking. Accordingly, brands are capitalizing on the targeted advertising capabilities and self-selecting demographic afforded by social networks. A recent report from SRB Marketing titled Green Social Networks details the potential power of social networks for green brands – and how to tap into it.

At the recent Sustainable Brands ’08 Conference in Monterey, CA, Yahoo’s director of social responsibility, Erin Carlson, offered insight and strategies for reaching green consumers online. Carlson states that focus groups, new strategies, and frequent experimentation have resulted in a focused and successful marketing program. For example, the company’s popular Green Centers, located on many Yahoo content channels, draw consumer attention to green products while building a socially responsible image for the Yahoo brand. Below, Carlson identifies Yahoo’s major findings in online green marketing trends:

High energy costs are increasing the attractiveness of green products, according to Environmental Leader. Companies that source raw or recycled materials – which have lower fossil fuel content – can offer end products at a more stable price than their fossil fuel-dependent competitors. Eco-Products, which makes compostable dinnerware, expects a fivefold increase in revenue this year.

According to the Grocery Manufacturers Association (GMA) and Pricewaterhouse Coopers (PwC) annual overview of the Consumer Packaged Goods (CPG) industry, companies now recognize the importance of sustainability measures to both margin growth and customer loyalty. Key points include reductions in packaging materials, streamlined transportation, and socially responsible outsourcing.