Execs Sing Sustainability Song, Say It’s Critical to Business

Sustainability Spreading: Brands around the world are putting an increased emphasis on sustainability, a trend covering areas from corporate strategizing to new product development and marketing. An Accenture study, released in May 2012, polled 250 executives—some 44% of which agree sustainability is “critical” to their business. A further 48% say the issue was “very important.”

Other findings include:

  • When considering the factors stimulating sustainability action by brands, 62% point to consumer and customer expectations, and 23% report this constituted the “single most important” prompt.

  • Among the sustainability-led investments being made to encourage growth, 60% of firms are entering new markets and 54% are developing products linked to existing sources of revenue.

  • While the vast majority (83%) of responding senior decision makers see spending on sustainability as an investment rather than a cost, a majority (56%) say it is currently more expensive to be a sustainable business.

  • Only 41% of those surveyed  are motivated by regulatory compliance, and only 29% by the need to reduce energy and material costs.

  • For 60% of respondents, it is viable to command a price premium for green goods, a rating peaking at 70% in emerging markets, 67% in the U.S., 56% in Europe and just 36% in Japan.


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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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