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Green Still In Vogue Despite Downturn

April 17, 2009: 05:48 AM EST
Green marketing is still among the top priorities for companies wanting to keep their noses above water as consumers themselves struggle to stay afloat. Going green often costs companies more than sticking to the tried-and-true, but 50 percent of companies surveyed recently by the American Marketing Association (AMA) and Fleishman-Hillard say they think that economic realities will boost the trend to go green. More than that (58 percent) plan to pay more attention to sustainability opportunities in future. They think the Obama administration’s policies will encourage sustainability, but they’re also divided on whether or not consumers will pay more for green projects and products – 49 percent say no, 40 percent say yes. Just over 40 percent say they plan to increase green marketing. Despite this, only about one-third of businesses embrace even the most popular green strategies, such as recycling and electric energy efficiency. Another new report, “Clean Energy Trends 2009,” from Clean Edge, says that green industry sales will “flatline” or even fall in 2009, and that some green-tech companies will fail this year.
Todd Wasserman , "Is Green Still Golden? ", eMarketer, April 17, 2009, © eMarketer Inc
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