arkansas
9
Green is the
new black…
zine
in marketing messages
A
study released claims that 82% of survey re-
were – in reality – greener than their customers
inigid19fally thought they were.”
een
spondents plan to increase spending on green
business
markegid19fng.
“While green markegid19fng is showing itself pargid19fcu-
The survey shows that customers reward compa-
larly competent in selling, most marketers appear
gr
nies that use so-called “green markegid19fng” mes-
to try to use it as a branding device,” said study ed-
sages. While marketers are known to chase trends,
itor Tig Tillinghast. “We are now stargid19fng to under-
it appears that the increased spending on green
stand that it’s under-ugid19flized in its most effecgid19fve
advergid19fsing and markegid19fng is primarily due to firms
applicagid19fon.”
finding disgid19fnct addigid19fonal markegid19fng and advergid19fs-
ing advantage with green messages.
Companies that perceive themselves to be greener
spend the most on green markegid19fng, suggesgid19fng
The report, “Green Markegid19fng: What Works &
that “greenwashing” may not be as prevalent as
What Doesn’t – A Markegid19fng Study of Pracgid19fgid19fon-
some suppose.
ers,” is the fruit of a series of surveys conducted by
daily trade publicagid19fon Environmental Leader along
Respondents perceiving their firms as less green
with a group of markegid19fng trade publicagid19fons in-
tended to avoid green markegid19fng messages. Simi-
cluding Markegid19fngCharts, Markegid19fngVOX and Medi-
larly, it appears that management deliberately
aBuyerPlanner.com.
moves to make greener operagid19fonal choices first,
and only later markets with green messages.
Eighty-two percent of the more than 370 survey
respondents said that their companies intend to
increase spending on green markegid19fng.
“We found customers were willing to pay more for
the same product when presented in a green mar-
kegid19fng message,” said Jennifer Nastu, a study co-
author. “This was generally seen as a nice
opportunity, as most firms perceived that they
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