April 24, 2009—When it comes to investing in sustainable business behaviors and programs, more than half (58 percent) of corporate marketers and communicators believe that their organizations will increase their involvement in environmental sustainability initiatives during the next two to three years despite economic pressures, according to a survey conducted by the American Marketing Association and Fleishman-Hillard, Inc.
More than half of those surveyed believe that sustainability is an essential element of their company’s reputation right now. Nearly three-quarters believe that corporate reputation, corporate culture, and technological advancements will be the drivers for sustainability. The new administration’s policies will further accelerate the adoption of corporate sustainability programs, according to 63 percent of responders in the survey.
However, while the majority of companies will continue to invest in sustainability initiatives during the next year, less than half (about 43 percent) expect to increase communication of their sustainability programs because it is the right thing to do and offers business advantage. More than half do not expect to increase their storytelling.
Fleishman-Hillard explains that it is important for companies to align their sustainability and business objectives internally, with engagement from management and employees, before communicating their goals externally.
Findings are based on an online panel survey among 270 corporate communications professionals, primarily those holding marketing or public relations jobs, in January and February 2009.A Research Study by the American Marketing Association and Fleishman-Hillard, Inc. (.pdf file) is available online
