Two recent studies – one a professional marketing study and the other a college honors thesis – make a strong case for the value of green marketing.
In the professional study, 33 percent of respondents said green marketing was more effective than their normal marketing efforts, with just 7 percent saying it was less effective, according to a study of 370 marketing executives for Environmental Leader. Other findings include smaller firms tend to spend more, on a proportional basis, on green marketing, and the Internet is by far the most popular green marketing medium. The full study is available for $479.
In the college study, Wittenberg University student Lukas Treu (currently an intern here at Dix & Eaton) found that Chevron’s green marketing (its Untapped Energy commercial) is paying off in building the Company’s trustworthiness, goodwill on the environment and overall credibility. Lukas also found that environmentally involved people are more likely to believe and trust Chevron than those who are not as interested in environmental issues. His psychoanalysis of the results is enlightening: People who care most about the environment have an increased motivation to process the messages. The more they care about a topic, the more attention they pay; the more attention they pay, the more a message can persuade them. This study is available here for free.
Interesting findings all the way around. If you have a story to tell, and you tell it well, the people who matter most will believe and trust you. And probably reward you with their business.