Based on a recent study conducted by Nielson Online sustainability buzz among bloggers has gone up more than 150% since September 2006 — this based on the 70+ million blogs tracked by the company. The discussion has converged around key issues such as reducing energy consumption, sustainable development and sustainable agriculture. Brands are being scrutinized for greenwashing and the call is for consistency and third party oversight. This greenwashing falls into a number of specific categories like contradictory actions, general suspicion, superficial changes, length of commitment, corporate buyouts, false/misleading comments, excessive PR and lack of information.
The key takeaways from the study are that credibility is earned not bought; and authenticity and transparency are emerging as the cornerstones of successful green marketing.
For those companies thinking that you’ve got time, that tomorrow is soon enough to start buildling your sustainability plan, consider this: Ray Anderson of Interface (in the video below) started these initiatives back in the mid-90s. Sustainability was nowhere near the hot topic that it is today. So they’ve had the past decade to build credibility and authenticity. Given the rate at which the buzz has taken off can you afford to wait? If you do, how far behind will you be?
Check out the video below to get a glimpse of Anderson’s committment and if you want to learn more visit the Interface site on sustainbility.
Filed under: Sustainability | Tagged: interface, nielson online, ray anderson, sustainability stats
