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Businesses’ chance to adapt as customers go green

Posted on 15 June 2007

Green issues have transformed customer attitudes and now marketers can hear how best to adapt to the new sales climate at a special event at the University of York next month.

The Profiting from Greener Business event on 5 July will feature David Thorp, of the Chartered Institute of Marketing, and will outline the benefits of the Triple Bottom Line - economic, social and environmental - as a practical method for companies to become more sustainable.

With the focus on the challenges of climate change increasing, the need for sustainability is influencing customer attitudes. Marketers are in an important position to adapt company strategy to these changes, according to David Thorp.

Marketing is a crucial piece in any company’s coherent sustainability strategy

Adam Cartwright

"As we enter an age when sustainability is no longer optional, the challenge is how to make it profitable. Some 76% of marketers believe a company’s sustainability practices directly impacts a customers buying choices, so it is vital that companies are known to be green. And a coat of ‘greenwash’ won’t do. Only genuine change will yield genuine results," he said.

Mr Thorp’s presentation is one of the features of Profiting from Greener Business which will tackle business questions in a sustainable context.

Conference organiser Adam Cartwright, of the University’s Department of Biology, said: "What does sustainability actually mean for business and the Bottom Line? The answer is opportunity, and marketing is a crucial piece in any company’s coherent sustainability strategy. And for those who don’t yet have such a strategy that’s why we are running this event."

The conference is held in association with York North Yorkshire Business Environmental Forum. Full details of the programme, together with application information, can be found at www.greenerprofit.org.

ENDS