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Marketers ‘turn a blind eye’ to green issues

~ marketing directors failing to measure carbon footprint ~ - January 17, 2008

Three quarters of marketers think their department could do more to help the environment – but 80 per cent have never measured their company’s carbon footprint, according to a survey by Acxiom.

150 marketers from a range of sectors were surveyed for this study, which addressed corporate attitudes towards green issues. It found that over half of marketing directors had no specific environmental objectives in place.

The research also reveals that consumer perception is a growing concern to marketing directors. While just 15 per cent believe that customers’ awareness of environmental policy significantly affects engagement with the company today, the majority (61 per cent) believe it will impact customer engagement in the future. Only 2 per cent declared that customer awareness would not be an issue.

“It’s good to see that marketers are concerned about the environment – but worryingly the majority are still not taking substantive steps to make green marketing a reality,” said Keith Jones, group leader of multi-industry solutions and services at Acxiom.

“If marketing directors don’t know what their carbon footprint is and where environmental weaknesses lie, how can they effectively change processes?.”

Keith Jones says that in 2008, taking a greener approach to marketing will become more of a priority for every organisation in the UK.

“Green marketing is not about ad hoc ‘green’ measures, such as introducing recycling bins. Instead, it requires departments to follow a strategy that ensures all marketing activity is effective, efficient and sustainable.”

“By using the right data to drive more targeted and intelligent campaigns, companies can start to reduce their carbon footprint – and become more successful at achieving marketing goals in the process.”
(290 words)

Executive quote

“It’s good to see that marketers are concerned about the environment – but worryingly the majority are still not taking substantive steps to make green marketing a reality,” said Keith Jones, group leader of multi-industry solutions and services at Acxiom.

“If marketing directors don’t know what their carbon footprint is and where environmental weaknesses lie, how can they effectively change processes?.”

Keith Jones says that in 2008, taking a greener approach to marketing will become more of a priority for every organisation in the UK.

“Green marketing is not about ad hoc ‘green’ measures, such as introducing recycling bins. Instead, it requires departments to follow a strategy that ensures all marketing activity is effective, efficient and sustainable.”

“By using the right data to drive more targeted and intelligent campaigns, companies can start to reduce their carbon footprint – and become more successful at achieving marketing goals in the process.”

About the company

About Acxiom

At Acxiom, we make information intelligent. As the global leader in customer information management, we transform data into actionable business insight – and we do it better than anyone else. Our enterprise information solutions help the world’s largest and most successful companies increase revenue, reduce cost, improve profit and lower risk. Working as a trusted partner, Acxiom provides not only outstanding service and results today, but also proactive ideas and innovative solutions to ensure our clients continue to succeed tomorrow. Powered by superior data, technology, services and industry expertise, these multi-channel, client-centric solutions enable better business and marketing decisions that enhance customer acquisition, retention and value. Our lines of business include: Customer Data Integration (CDI), Data Products, IT Services, Digital, Direct Marketing and Consulting. Founded in 1969, Acxiom today has approximately 7,000 associates in offices and data centers throughout the United States. Europe, as well as in Australia, China and Canada.

www.acxiom.com

Contact details

For further information, please contact:
Steve George at LEWIS PR
Tel: 020 7802 2626
Email: acxiom@lewispr.com

Technorati tags: acxiom | green | environment |

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