Green Marketing Predicted to Rise

Analysts might be tempted to label the green marketing trend a fad but recent research indicates that companies are finding positive results from the investments they make in these marketing messages. According to a study released by Environmental Leader and MediaBuyerPlanner,  over 80% of surveyed companies that currently engage in green marketing intend  to continue the practice.

Here’s where survey respondents are spending money on green marketing:

  • Internet 74%
  • Print 50%
  • Direct Mail 40%
  • Outdoor 7%
  • Radio 7%
  • TV 7%
  • Mobile 6%

The survey results also revealed an interesting difference in green marketing when it comes to firm size:

  • Companies with ad budgets below $250,000: 26% of budget spent on green marketing
  • Companies with budgets above $50 million: 6% of budget spent on green marketing

About 1 in 3 marketers say they will continue green marketing because they believe it is more effective than traditional marketing. In general, marketers suspect consumers will steer their purchase dollars to green products and to companies perceived as being green. For marketers, that’s the bottom line when considering whether this investment is worthwhile.

[Source: Green Marketing, What Works, What Doesn’t, Environmental Leader and MediaBuyerPlanner, 2009] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.