Five reasons not to have a green brand (and why those reasons are wrong)

Russ Meyer
Landor Perspectives 2010

Every day another study is published about some aspect of environmental sustainability. As more facts emerge on this quickly evolving topic, many assumptions held by executives about going green are being challenged. Several of the most widespread myths about green brands can be refuted with recent data from Landor's 2009 ImagePower® Green Brands Survey, as well as data from other current research. By continuing to believe in outdated myths, corporate executives are missing opportunities to generate top and bottom-line growth, competitive advantage, and long-term brand differentiation. With these recent findings, marketers and sustainability champions can break through common myths that may be keeping their companies from developing green brands and becoming green leaders.

Myth 1: There's a limited market for green products.