Survey: Companies to Intensify Sustainability Focus
Despite the belt-tightening happening across business as the economy struggles, a majority of corporate marketers said they expect their organizations to increase their commitment to sustainability initiatives during the next two to three years, found a new survey.
The survey by the American Marketing Association and Fleishman-Hillard found that 58 percent of the respondents believe their companies will place more emphasis on developing corporate sustainability opportunities amid current pressures and bottom-line demands.
Why? Customer demand and the current financial crisis are encouraging companies to move ahead with sustainability plans. More than half of those surveyed said that sustainability is an essential part of their company’s reputation right now. And, nearly three-quarters believe that corporate reputation, corporate culture and technological advancements will be the drivers of sustainability.
“At a time when the economy requires everyone to stay focused on the essentials, it’s noteworthy that businesses are putting sustainability programs into that must-do column. It is a signal that the business community is embracing environmental sustainability in a way that this country has probably never seen before,” says Nancy Costopulos, chief marketing officer of the American Marketing Association.
Also, about 43 percent of those surveyed said they expect their companies to increase communication of their sustainability programs. They said that once they align their sustainability and business objectives internally — with engagement from management and employees — they would communicate their goals externally because it is the right thing to do; customers are asking for more information; it supports the corporate culture; and because sustainability offers a clear and distinct business advantage. That said, more than half of the respondents do not expect to increase the publicity of company sustainability efforts.
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