Corporate sustainability initiatives continue to weather the economic storm
Submitted by Shannon on Mon, 04/13/2009 - 22:46.
Many industry analysts (and pessimists) argue that the down economy will negatively affect corporate environmental sustainability initiatives. However, a recent survey by the American Marketing Association (AMA) and Fleishman-Hillard, Inc. argues that consumer demand and the economic environment are actually driving a continued commitment to sustainability.
Survey results show that 58 percent of marketing and communication leaders think their companies will devote more resources to developing corporate social responsibility initiatives in the coming months. AMA chief marketing officer Nancy Costopulos adds that this continued commitment in times of economic hardship is evidence of companies putting sustainability in their must-do columns. Fickle consumers are holding their pocketbooks more tightly, and over half of the marketers and communicators surveyed feel that defending their reputation via sustainability initiatives is sound business strategy.
Corporate marketers and communicators realize that this is not a time to Greenwash consumers into thinking their companies are committed to environmental and social sustainability without actionable goals and accomplishments to substantiate such claims.
Fleishman-Hillard’s Aili Jokela adds that companies must align their sustainability objectives with internal business policies and engage management and employees before communicating their goals externally.
When it comes to green claims, the importance of authenticity and credibility cannot be understated. But if companies take real steps towards sustainability, surveys show that consumers will listen – and act – with their wallets.
Survey results show that 58 percent of marketing and communication leaders think their companies will devote more resources to developing corporate social responsibility initiatives in the coming months. AMA chief marketing officer Nancy Costopulos adds that this continued commitment in times of economic hardship is evidence of companies putting sustainability in their must-do columns. Fickle consumers are holding their pocketbooks more tightly, and over half of the marketers and communicators surveyed feel that defending their reputation via sustainability initiatives is sound business strategy.
Corporate marketers and communicators realize that this is not a time to Greenwash consumers into thinking their companies are committed to environmental and social sustainability without actionable goals and accomplishments to substantiate such claims.
Fleishman-Hillard’s Aili Jokela adds that companies must align their sustainability objectives with internal business policies and engage management and employees before communicating their goals externally.
When it comes to green claims, the importance of authenticity and credibility cannot be understated. But if companies take real steps towards sustainability, surveys show that consumers will listen – and act – with their wallets.
