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BizReport : Advertising : January 05, 2011

Report: Brands must advertise sustainability efforts

The green movement isn't going away, and yet brands are likely seeing very little return on their green campaigns. Why? According to one report the fault lies with brands because they are not doing enough to engage consumers with their green products. Being more engaging with advertising, including making employees aware of initiatives, will likely increase the purchasing of such products.

by Kristina Knight

capstrat.gifThe Capstrat-Public Policy Polling survey indicates that not only are consumers interested in knowing which brands are environmentally friendly, but they are willing to pay more for those products.

Researchers found:

• 59% of consumers believe environmental sustainability is 'very important'
• 56% report a willingness to pay more for green products

"Poll results show that consumers' commitment to sustainability is holding strong," said Capstrat CEO Ken Eudy. "Companies with a genuine commitment to the environment are missing a huge opportunity to promote this orientation - even with their own employees. Corporations could and should do more to communicate what they are doing to protect the environment."

The problem comes in here: nearly half of respondents said sustainability was 'rarely or never' mentioned in employer communications. If brands aren't mentioning green initiatives to their employees, chances are the general public won't hear the message, either. What can brands do?

Know who to target. Younger consumers are the most likely to pay more for green products, men are less likely than women to pay more for green and Democrats are nearly twice as green as their counterparts.

Tags: brand advertising, Capstrat, environmental sustainability, green marketing, online advertising

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