Four insights into eco-perceptions. By Alexander Braun and Mindy Romero. If President Obama’s recent inauguration speech is any indication, the issues of sustainability and alternative energy sources remain front and center in the minds of many. The search for solutions is ongoing, and it’s up to big business, not just science, to pursue better options.
Over the past several years, sustainability and corporate efforts to be green have evolved from mere fad to table stakes in many industries. Whether because of regulations or consumer demand, the priorities of many marketers have changed. For some industries, sustainability programs extended only as far as product packaging. But in many companies, development of policies has involved even top management and CEOs. Throughout this time, we’ve had the privilege of observing and measuring consumer reactions, and more important, the resulting changes in purchasing behavior … read >>