As the new decade ushers in, the opportunity exists to think ahead, to ask the question . . . so what can we expect in 2010 related to green marketing?  Following are a few thoughts derived from multiple sources.

What about overall public sentiment?  Well, the general consensus is that consumers around the world are becoming increasingly more environmentally aware.  Many are adopting personal philosophies of reducing their own personal carbon footprint.  Another interesting fact about these consumers is that those who prioritize environmental consciousness are considered to be more affluent and loyal to those they do business with. These few thoughts alone, just scream that now, more than ever, is the time to gain momentum for green marketing initiatives and campaigns.

It is forecast that 2010 will see increased spending on green marketing.  While initially the economic downturn seemed to slow the green movement, there are many who believe it is now propelling the movement.  The economy with its challenges resulted in lifestyle changes for consumers, which in return has led to an embrace of simplicity by many.  This preference for simplicity translates into a greater appeal for green organizatons and products, provided the value proposition is appealing.  It is a perfect time to educate your customers and potential customers not just about what you are doing, but why it really matters.  If possible, even give them some way, whether large or small, to participate on a peronal level with your initiative, to be part of something bigger.  It is critical though, that your message be legitimate.  You need to be doing what you say you are doing, or the repercussions can be significantly negative.

In terms of specific areas of emphasis, what might 2010 hold?  Manufacturing plants and offices are looking longer and harder to reduce carbon emissions.  Those already using recycled paper are looking to further increase post consumer waste content.  We will increasingly use electronic files such as PDFs when possible in work flow.  Less really is more.  More effective use of databases will continue to result in increased campaign success, while at the same time being substantially better for the environment.  None of the aforementioned is brand new.  They are continuations of what has been evolving and occurring in the green movement.  I believe they reinforce a renewed focus on the importance of small incremental changes.  We don’t have to reinvent the wheel; we just have to keep the wheel moving along.  If done right, with real thought put into application, each additional green action or step literally has a snowball effect - exponentially, positively impacting the environment, our businesses and our customers.  What a win!