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BEST PRACTICE: Green marcomms

Kermit was wrong. Despite the emerald Muppet's protests to the contrary, it can be easy being green. With the ratification of the Kyoto Protocol in 2005, Britain has to reduce its carbon emissions by eight per cent before 2012.

There is a fantastic opportunity for companies to strengthen their image by demonstrating a strong commitment to the environment and leading by example, but they need to act quickly. By optimising the way it handles its marketing, an organisation can significantly reduce its environmental impact, save money, and hopefully turn its competitors green with envy.

At first glance, ‘green' marketing could seem to be something of an oxymoron; marketing is traditionally one of the more resource-hungry parts of a business. Nevertheless, it is possible to optimise resources and minimise waste, and intelligent marketing can go a long way towards reducing the environmental impact of the organisation.