Marketers remain committed to green business principles despite the recent recession. According to the 2010 State of Green Business report, many experts expected a steep decline in 2009 investment in this sector. Yet investments dropped only 36% from 2008 levels. And the total investment was still high, about $4.8 billion last year.

Growth occurred in the following specific sectors:

  • Automotive and transportation +80%
  • Batteries, fuel cells and energy storage +24%
  • Buildings +357%
  • Information technology +212%

Interestingly, solar, which is the largest segment of the green tech sector saw investments of $1.415 billion last year which marked a decline.

One indication of keen interest in green business is the number of patents issued in the sector last year. Clean-energy patents rose to 1,125 in 2009, which was a 17.8% increase over the previous year. Over half of those patents, 634, were in the fuel cell category. The next two categories were wind with 156 and solar with 155.  In general, experts expect to see more IPOs in the green business sector in 2010.

Marketers understand that employing green business principles  helps them shaves costs from the bottom line.  When a business constructs a new green building, deploys an energy efficient fleet, or publishes a social responsibility report, it can also promote the steps it has taken to the consumer base which is paying close attention to environmental stewardship.

[Source: State of Green Business 2010. Greener World Media. April 2010. Web. 10 May 2010]