Senior members of the US Chamber of Commerce are strdently opposing the Chamber’s position of opposition to climate policy. These organizations are eager “to boost their green credentials,” for fear of alienating their customers and senators. This is an indications that Social movements shape political power and concerned citizens, can move even the most entrenched corporate and political interests. NRDC research finds that “only 23 members of the U.S. Chamber’s board have a publicly stated position on climate change and more than 80 percent [19 members] are not on board” with the Chamber’s official position.
Throughout the years, I have encountered many people who wanted to go green, but couldn’t sell the eco approach to the executive team. I believe most managers are simply not aware of what green marketing is, and why it’s better than traditional, non-green marketing.
The market for voluntarily offsetting carbon emissions doubled between 2007 and 2008 to reach $700m. With forecasts suggesting that the market could double again to 2012 this new sector is now attracting the attention of more serious investors and traders, as well as more companies looking to offset their emissions. But despite all the excitement around these projections there has been no systematic analysis of where the demand in this new market will actually come from, if indeed at all. Nobody has stopped to ask the simple questions “why do organizations voluntarily offset their emissions?” “how much value do they get out of it”, and “when does carbon setting work and when doesn’t it work?“
According to a new study conducted by the American Marketing Association and Fleishman-Hillard, Inc., nearly one in six (58%) corporate marketers and communicators think their organizations will increase involvement in environmental sustainability initiatives over the next two to three years, and half believe the economy will actually encourage the adoption of sustainable practices.
