The Data To Support ‘Green’ Growth

As a precursor to Earth Day I blogged how companies left, right and center were embracing ‘green’ and using it in their marketing campaigns. That post was mainly about ensuring that people are aware of action v words.

This morning I read a new report from Chad White (Direct Marketing Association's Email Experience Council), on some data to help support the rapid growth of utilizing ‘green’ in marketing. While this is only a snippet, and only relates to e-mail campaigns on Earth Day, it is none the less telling as to the trend.

• The number of emails from retailers that mentioned Earth Day more than tripled this year compared to last year
• If you include emails that included eco-friendly messaging but didn't explicitly reference Earth Day, then the number increased more than six-fold over last year
• The percent of retailers promoting Earth Day in their emails quadrupled, increasing to 16% from only 4% in 2007

My prediction, this will again more than double next year, and post the US election this fall, we will see a significant jump as well.