REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Going green goes the distance  The recent Baltimore Marathon was one of the first “green” races in the country. All clothing items discarded during the race were donated to the Salvation Army. All cups and other trash were recycled. All commemorative t-shirts were made from recycled materials. Organizers must have known that participating in eco-friendly activities matters to people. According to a global study on consumer response to climate change:

  • 79% of consumers would rather buy from companies doing their best to reduce their impact on the environment
  • 89% of people are likely to buy more green goods in the next 12 months
  • 74% of consumers feel they can actively contribute to solving climate change

(Conducted by IPSOS over nine countries—US, UK, Germany, France, Spain, Mexico, Brazil, India, and China—using over 11,000 online interviews and 18 focus groups)

Take a look at your campus activities and ask, could this be made green? After all, it’s not just about capturing more of the green market, it’s more about positioning your institution as a leader in preserving the environment for future generations.

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