Lays off, cut backs, bail outs. The list goes on, but business is still hanging on to green ... but for how long?Trend-watcher eMarketer reports that polls from the American Marketing Association and Fleishman-Hillard show that companies are still investing in green projects and products—and they want their customers to know it. Yet, when asked if consumers would pay more for green products now, only 40% agreed.
As for them, over half surveyed said that sustainability is an essential element of their company’s reputation. What's worse, the survey showed that even popular sustainability programs, such as recycling and electric energy efficiency, were embraced by only a minority of businesses, 36% and 20%, respectively.
eMarketer's round up? Green marketing is good, but no one can be certain whether—under continuing pressure from the economy—it will wilt.
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