05 May '11, 1pm

What Corporate Sustainability Looks Like in Western Europe

What Corporate Sustainability Looks Like in Western Europe

As the French media geared up for the 10th annual celebration of Sustainable Development Week , we were asked (again) by a French journalist: Is all this green stuff just a fashion or is it a long-term trend? Or, to put the question another way, if sustainability has a fabled tipping point, have we tipped? In some ways, it feels like the green communications trend in Western Europe has come and gone…at least at a superficial level. There was the pre-period, in 2006-2007 when most of our multinational marketing clients weren’t hearing any of it. Green wasn’t a priority and there were not budgets to invest in it. Consumers were starting to express some interest in the topic, but, with the exception of the 10 percent activist niche, they weren’t buying “green,” so selling projects internally was a challenge. And management wasn’t demanding sustainable initiatives or incentivi...

Full article: http://www.greenbiz.com/blog/2011/05/05/what-corporate-su...

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