Sustainability trends that are changing the business landscape

Recently, we launched a new DBA.  Because we registered it with the City, it was avilable for all those who market to new businesses.  Within days a flurry of junk mail ensued and no less than 4 telephone books showed up.  In the Age of the Internet, why on earth are we producing telephone books and more importantly why are we chopping down trees so that I can recive 4 new telephone books?  It was a DBA, which means I already have the other telephone books from the existing business.

We can opt out of junk emails, but when do we get to opt out of junk mail.  I realize I am dangerously close to becoming Kramer when he tried to stop the Pottery Barn catalogs, but really in our desire to save the planet - can you spare me another piece of junk mail?

OK, I did a little Googling and most phone books are made from recyled paper - bully for them.  Is there not still a carbon foot print in producing and distributing these books?  And many come wrapped in plastic - don't even get me started.  And I am not alone.

Sustainability trends that are changing the business landscape.

Source: Environmental Leader

Published: Friday, September 25, 2009 
 

Interest in all things “green” continues to grow as the economy sinks. About 34 percent of people are now more likely to buy environmentally responsible products and 44 percent of consumers indicate their environmental shopping habits have not changed as a result of the economy (Cone Consumer environmental survey 2009).

From offline to online.

Brands can no longer hide behind their TV ads or billboard posters because of the power of online search. Consumers can find information about anything, anytime, and they are actively seeking information about the brands with which they interact. In 2009, it is going to be increasingly important for brand image to match company behaviour. After all, 81 percent of UK consumers place more importance on what companies do than what they say (The Drum 2008). So it is about clear, genuine, authentic messages that promote transparency, as this research shows there is a positive correlation between transparency and trust – It’s about being tangible.

From printed papers to digital development.

Digital marketing has provided new tools for brands to reach their audiences; the development of online videos, social networks, podcasts and games, highlights that the digital marketing space will continue to expand. A consumer’s online experience can significantly affect future behaviour; 81 percent of consumers are more likely to return to the website if they had a good experience (Cosmetics Design 2008).

Brands will increasingly use online spaces in 2009 to communicate with consumers. Digital means that today the brands that will win, will be those whose consumers and other stakeholders tell the best stories. It’s no longer a one-way narrative, it’s about a two-way conversation.