A newly-released report finds that marketers who have experimented with green marketing messages generally find them effective.
In addition, more than 80% of the 370+ respondents indicate they expect their companies to spend more on green marketing in the future.
When it comes to investing in sustainable business behaviors and programs, 58% of corporate marketers and communicators believe that their organizations will increase their involvement in environmental sustainability initiatives during the next two to three years -- but how companies chose to market that commitment is mixed.
Consumers indicate the most attractive type of environmentally conscious marketing is that which focuses on “specific user benefits” such as saving money on bills or longer product lifespan.
