High-profile leaders gathered to discuss opportunities in the world of environmental capital at the Eco:nomics Conference, and the identify what the best practices where when applying green marketing. The include: looking for the “low-hanging fruit” for quicker ROI, giving customers reasons to adopt environmentally responsible behaviors, making the message personal by explaining how a consumer’s purchase has direct environmental results, and avoiding a hard sell on environmental benefits.
Claremont McKenna College’s Roberts Environmental Center recently released a detailed analysis of the social responsibility reporting efforts of the world’s top entertainment corporations that revealed that the entertainment sector lags behind most others in corporate environmental and sustainability reporting. The report scores companies based on the reporting, intent, and performance of their environmental and social sustainability efforts. The research, based entirely on material released on the firms’ Web sites, found that Bertelsmann, a German firm, and CBS, Viacom, and Walt Disney, outperformed the industry giants News Corp. and Time Warner. However, these firms scores were mediocre when compared to the scores of other industries.
