resisting the squeeze

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.

eco-trends spawn eco-phrases

The Korea Times posted an article today on some of the top Eco-Trends of the Year, sourced from leading international trend firm, trendwatching.com.

Among them, Eco-Edu (teaching green) and Eco-vertising. An excerpt:

Advertising has also joined the green trend, with many companies focusing on how to attract as many consumers as possible but not splurging on, or wasting energy.

Curb, "a natural media company," offers unique ways to advertise its clients by only using sustainable media, that includes sand, grass and even snow. Many companies have jumped into this green ad campaign, including sports brands Nike and Adidas, and even local car manufacturer Kia.

Kia joined Curb and carried out a green advertisement campaign, drawing pictures and the logo of their vehicle ``Soul'' on walls and sidewalks.

By drawing pictures and carving the logos of companies in an eco-friendly way, consumers are informed, the clients get to advertise their brands and the world gets greener all at once.