Even in this economy, companies want customers to know just how green they are

The price for any company to go green, whether it is in the travel sector or not, is typically higher than the non-green alternative. In the current economy, its easy to think that most companies would opt to forego the green initiative in order to save a few bucks. However, according to a recent study by the American Marketing Association (AMA) and Fleishman-Hillard, companies are continually investing in green programs in an effort to win over consumers.

According to polling, 50% of marketers suggest that the economic crisis actually encourages the adoption of green practices, while most plan to put even more emphasis on developing corporate sustainability opportunities in the near future.

“At a time when the economy requires everyone to stay focused on the essentials, it’s noteworthy that businesses are putting sustainability programs into that must-do column,” said Nancy Costopulos of the AMA. “The business community is embracing environmental sustainability in a way that this country has probably never seen before.”

When asked if the Obama administration’s policies would accelerate the adoption of sustainability programs, 63% of the respondents said yes, while only 14% said no.

Sustainability essential to corporate reputation

While over 50% of surveyed feel that sustainability and a company’s “green” factor is an essential element of a company’s reputation, some feel that consumers may not want to pay more for green products and services.

The verdict is still out as to whether or not “green marketing” will pay off in the long run. However, in related circles, the increase in availability of said products and services has actually not only driven prices downward but increased consumer interest as well. Sites like this one would not obviously exist if not for a keen public awareness and interest in sustainability.