The future of sustainable green leadership

Many mainstream mass-marketers base their commitment to green issues on the demand from consumers. Mike Longhurst's work for Defra summarised the current status on 'green' advertising, which reached a peak in 2007 and has since fallen back to a lower level.

The future of sustainable green leadership

Mike Longhurst

It was encouraging to learn from the Mazur/Miles article in Market Leader (Q4, 2009 issue) that in spite of the recession, sustainability projects are thriving among the greenest of organisations and that the commitment of companies such as Timberland is not wavering.

Of wider concern, however, is the future of green issues at the less-committed, mainstream mass consumer level.

Green leaders and converts find rewarding niche markets and the most committed of mass-marketers are making strides in greening the supply side of their businesses. But many view the demand side...

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