Raegan: Agreed that today tangible business value...

2008-06-24T19:33:00.000+05:30

Raegan: Agreed that today tangible business value is required to convince business. But soon consumer awareness will change to consumer activism and being green will become a mandatory feature for a good corporate. For example, consumer activism created a market for cosmetics that were not tested on animals.

'psyche of the organisation' as AHP said is certai...

2008-06-21T05:07:00.000+05:30

'psyche of the organisation' as AHP said is certainly the key resistance factor in efforts like greeing..and marketers role - well, i think its not marketing the concept..its delivering clear and convicing information on greening's impact on the bottom lines in long run.. and i see this as a big challenge especially when the number game comes in and the NPVs are calculated for greeing projects.. My opinion, for IT companies three things r imp. from marketer's role 1. communicating that greeing the data centers doesnt impact the performance(and it should not). 2. giving +ve numbers to finance depts that the efforts will bring tangible value. 3. informing people at all hierarchies about the benefits to minimize the impact of resistance factor.

for manufacturing sector - the story of waste management and emission reduction just becomes difficult and serious. the logic in my view still remains same - can such environmental,socio-economic projects bring a tangible value. Yet,i definitely dont mean ignore the qualitative advtgs..they are some times even more helpful to evaluate.

By the way - i am happy that your marketing dept is doing a 'source reduction' of paper waste.hope the culture will transend down n across. somebody ring the finance dept too to cut down balance sheet print outs :))

Comments on Jessie Paul on No Money Marketing: Green is the new Clean

Raegan: Agreed that today tangible business value...

'psyche of the organisation' as AHP said is certai...