The business case for green marketing: Satisfying consumer demand is not the only reason to embark on a green ma...

The business case for green marketing

greenbiz.com 19 Jul '12, 2pm

The business case for green marketing: Satisfying consumer demand is not the only reason to embark on a green ma...

Consumers can be short-term thinkers and reluctant to spend more for green. Mounting scientific evidence underscoring humanity’s contribution to climate change hasn’t made consumer demand more rational; greener products still represent less than 2 percent of the market in most categories. Until the reality of limited resources catches up with corporate executives, only innovative enterprises and Fortune 500 companies are investing in greener products. This fact does not overshadow the other benefits of developing greener products and marketing initiatives, or at least a corporate sustainability communications strategy, for any company.

Full article: http://www.greenbiz.com/blog/2012/07/18/green-marketing-b...

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