Wednesday, April 08, 2009

AMA & Fleishman Survey: 60% of Companies to Explore Sustainability Solutions

Challenging economic conditions haven't outweight envionmental concerns for many  companies.

One of the world’s leading public relations firmso firms,Fleishman-Hillard Inc, , and the American Marketing Association, surveyed 270 people, with 1/5 of the respondents coming from marketing or communications businesses and the remainder represent a strong cross section of other economic sectors.

When it comes to new and potentially expanded opportunities for sustainable development, communicators - primarily those who hold marketing or public relations jobs -remain optimistic for the future. This optimism is a welcome bright spot in a time of increasing global economic uncertainty and rising climate crisis.

Obviously, projections are never perfect, but the results from this survey reveal valuable insights.More than half of the organizations surveyed, 58%,  will place greater emphasis on sustainable initiatives in the next two to three years. Of those surveyed.

• 53% of respondents define sustainability as the need to balance financial, human and natural resources for the long-term benefit of business and communities.
• 43% percent will increase their focus on sustainability because it is the right thing to do, customers are asking for it, a sustainable approach supports their organizational culture and,equally important, sustainability offers a clear, distinct business advantage.
• 33% cite little or no anticipated change or emphasis in their sustainability programs in the months ahead.

For accurate analysis, you must know how the companies define sustainability. Just over half,53%, believe sustainability has to do with balancing financial, human and naturalresources for long-term benefit than with environmental protection, while 23% define sustainability in terms of focusing on renewable energy resources, 10% define it as driving waste and inefficiency out of the supply chain,7% believe it's reducing our carbon footprint and dealing with global warming, 3% say reducing our national dependence on foreign oil and focusing on renewable resources and 5%, none of the above.

What's the reason for their new found sense of economic and environmental optimism? According to AMA /  Fleishman-Hillard's summary, there are several factors, including: consumer demand, corporate culture, technological advancements and the new policies of the Obama administration .
 

• 63% believe that the new administration’s policies will further accelerate the adoption ofsustainability programs.
• 49% disagree that consumers will pay more for sustainable products in tough economic times.
• 40% agree that consumers will pay more for sustainable products in tough economic times.

Reputations.

One section that jumped out at me involved the signifigance of comapny reputation. The survey asked "Over the next two-three years, do you expect each of the following considerations to discourage or encourage your organization's adoption of sustainably practices-

• Corporate reputation: 73% “strongly encourage” or “tend to encourage”
• Technological advances: 71% “strongly encourage” or “tend to encourage”
• Corporate culture: 69% “strongly encourage” or “tend to encourage”
• Marketing considerations: 60% “strongly encourage” or “tend to encourage”

These results show the added importance of online reputation management, Most companies still have a long way to go before they can practice what they preach. Only 36% are extensively involved in recycling programs, and even more surprising was the stat the only 20% of companies surveyed are extensively involved in improving electric energy efficiency.

Those results reminded me of a CMO survey by Alterian, which revealed that only 4.5% of CMO's were "very satisfied" with their visibility.Half of the companies in the AMA/Fleishman survey feel that economic realities encourage the adoption of sustainability practices but some 29% feel that economic realities discourage adoption, and 27% believe their organization purposefully keeps a low profile on sustainability efforts. Over half (54%) disagree, while 19% do not know.

Posted By Matt O'Hern at 06:17 PM
Permanent Link: AMA & Fleishman Survey: 60% of Companies to Explore Sustainability Solutions | Comments (1)

(1) Comments on AMA & Fleishman Survey: 60% of Companies to Explore Sustainability Solutions

There could be no better investment in America than to invest in America becoming energy independent! We need to utilize everything in out power to reduce our dependence on foreign oil including using our own natural resources. Create cheap clean energy, new badly needed green jobs and reduce our dependence on foreign oil.The high cost of fuel this past year seriously damaged our economy and society. The cost of fuel effects every facet of consumer goods from production to shipping costs. It costs the equivalent of 60 cents per gallon to charge and drive an electric car. If all gasoline cars, trucks, and SUV's instead had plug-in electric drive trains the amount of electricity needed to replace gasoline is about equal to the estimated wind energy potential of the state of North Dakota.We have so much available to us such as wind and solar. Let's spend some of those bail out billions and get busy harnessing this energy. Create cheap clean energy, badly needed new jobs and reduce our dependence on foreign oil. What a win-win situation that would be for our nation at large! There is a really good new book out by Jeff Wilson called The Manhattan Project of 2009 Energy Independence Now. http://www.themanhattanprojectof2009.com

Comments by Sherry : Wednesday, April 08, 2009 at 11:29 PM

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