Data/Report

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Doubleclick Performics (division of Google) report provides insights into green marketing online

According to DoubleClick Performics’ recent Green Marketing Study, 60% of respondents who make online purchases say it is important that a company is environmentally conscious (although this report was released in April, I thought it was still very relevant and interesting).

According to Doubleclick’s site, “In the survey of 1,087 adults, consumers indicated the most attractive type of environmentally-conscious marketing is that which focuses on such ‘specific user benefits’ as saving money on bills or longer product lifespan. Consumers, when choosing between two similar products, prefer environmentally friendly products; 83 percent indicated they are extremely or very likely to choose the environmentally friendly option. ”

Stuart Larkins, senior vice president of search at DoubleClick Performics, commented, “Not only are consumers interested in green products and companies, our survey shows that nearly half of them will pay at least five percent more for them.” He continued, “With so many consumers online researching and purchasing products, retailers should include relevant environmentally-conscious information throughout their paid and natural search campaigns, affiliate promotions, display ads, and e-mail.”

Here’s a link to the full report: Doubleclick Performics Green Marketing Survey

This report is relevant especially because it highlights the importance of articulating a value proposition to the customer of “green” products. Data already shows that people and companies want to go green, but by explaining why they can help them (save money, be more energy efficient, promote renewable energy, attract employees) and the environment, sales will rise.

In addition, it is also important to note that this report finds that consumers are willing to pay more for “green” products, so long as the price differential is reasonable.

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Interesting article on importance of good relationships between marketing and sustainability officers

Gary NeillAdvertising Age recently wrote a special report on the importance of strong relationships between marketing and sustainability officers. Although the sustainability officers play a leadership role in helping an organization be a good steward of the environment, the CMO is responsible for crafting the company’s communication strategy with its customers. Therefore, for a company to have a well-articulated green strategy, that is also backed up by substantive organizational action, these two departments/officers must work well together.

Here’s a link to the entire article. I found it to be an interesting read: Article

Illustration by Gary Neill, courtesy of Advertising Age.

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CoStar Study Finds LEED, Energy Star Bldgs. Outperform Peers

There has been increasing news about “green” buildings, and the importance of LEED Certification. I was on the U.S. Green Building Council’s website last weekend (USGBC oversees the LEED system) and came across a news release on a study done by CoStar Group, a leading real estate research firm, on the financial benefits of building “green.” The findings were pretty interesting, and underscored the importance of “green” business practices. Below please find the first part of the report.

A new study by CoStar Group has found that sustainable “green” buildings outperform their non-green peer assets in key areas such as occupancy, sale price and rental rates, sometimes by wide margins. The results indicate a broader demand by property investors and tenants for buildings that have earned either LEED® certification or the Energy Star® label and strengthen the “business case” for green buildings, which proponents have increasingly cast as financially sound investments. According to the CoStar study, LEED buildings command rent premiums of $11.33 per square foot over their non-LEED peers and have 4.1 percent higher occupancy. Rental rates in Energy Star buildings represent a $2.40 per square foot premium over comparable non-Energy Star buildings and have 3.6 percent higher occupancy. And, in a trend that could signal greater attention from institutional investors, Energy Star buildings are selling for an average of $61 per square foot more than their peers, while LEED buildings command a remarkable $171 more per square foot. Andrew Florance, president and CEO of CoStar, called the findings a “strong economic case for developing green buildings” at a recent seminar hosted by the District of Columbia Building Industry Association (DCBIA) where he presented results from the CoStar study last month.

To read the full release, please click here: http://www.costar.com/news/Article.aspx?id=D968F1E0DCF73712B03A099E0E99C679

To view CoStar’s full presentation of their findings, please visit: http://www.costar.com/partners/costar-green-study.pdf

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Tandberg study on the impact "green" is having on our lives

Tandberg, a visual communications firm, collaborated with research firm Ipsos MORI to conduct a study on corporate environmental behavior and the impact on brand values. The report has some very interesting figures.

Here’s a link to the report:

http://www.ivci.com/pdf/corporate-environmental-behaviour-and-the-impact-on-brand-values.pdf

Here’s a brief summary of the report from Tandberg’s site:

Consumers and employees reward green companies

How is ‘going green’ really affecting the way we live our lives? Does it impact the products we buy and the companies we work for? How can new technologies help us? And what is the best way to go about making a positive impact within our workplaces?

To answer these questions, TANDBERG teamed up with research firm Ipsos MORI to survey people’s attitudes in 15 countries. This survey is one of the largest global research projects into consumer attitudes toward climate change and its impact on corporate brands.

http://www.tandberg.com/vcb/tandberg-green-survey.jsp

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Interesting Research Study on Consumer Behavior

BBMG, a national marketing firm, has published an interesting report (in conjunction with marketing partners Global Strategy Group and Bagatto) on “conscious consumers” and the impact they are having on marketing.

According to BBMG, the report “combines ethnographic research in three U.S. markets with a national survey of 2,007 adults to reveal how companies can reach, inspire and motivate today’s
savvy and values-driven consumers.

Below please find a link to a PDF of the report:

http://www.bbmg.com/pdfs/BBMG_Conscious_Consumer_White_Paper.pdf