February 4th, 2009

Answers to: Major Issues Facing Green Marketers & CSR Pros

Here are some answers that I promised to the first of a set of LinkedIn questions I posted not long ago: What do you see as the major issues facing green marketers & CSR professionals over the next couple of years?

Ted Ning, LOHAS: I think those companies that are not communicating their green initiatives in ways that keep up with current events will faulter. (sic) With the economy as it is, there will need to be more emphasis of cost benefits such as durability and energy efficiency. CSR professionals will now need to demonstrate thier value to companies who now have the scissors out to cut jobs that don’t feed the bottom line. Unless they are positioned in companies that have sustainability in thier core and are connected to that core, thier jobs are in jeapordy. (sic) There will need to be more tactics and strategy for thier roles beyond big annual reports and PR announcements.

Randy Paynter, Care2: Revenues and Cash flow – ie the same thing that most businesses are going to face. But, on the green front, I think green companies need to continue to find ways to break through all the noise, differentiate themselves, and find unique ways to provide true value. (again, kind of what all companies need to do, but when “green” is the twist/niche I think the value proposition often gets lost.

Ian Myszenski, Hotwire: I agree the challenge is “Legitimacy” for being a Green or Socially Responsible product/company. There has been so much Greenwashing and unsubstantiated messaging that customers (B2B & B2C) are looking for ways to verify a product is truly a better choice for the environment and world.
In order to break through the noise, company’s need to either devote serious brand marketing to explain in detail how they are Socially Responsible or more likely look for certification or endorsement of their actions. Hence we’re seeing a rise in corporate marketing of 1% for the Planet, B Corporations, and Nonprofit endorsements (Sierra Club/Clorox Greenworks).

More LinkedIn questions and answers to follow.