Green Marketing in Finance - US - April 2011
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While green marketing has been around at least since the advent of Earth Day in 1970, it has picked up steam in recent years. Spearheading the movement in recent years was the impact of the release of Al Gore’s 2006 Oscar-winning documentary, An Inconvenient Truth. While much attention has been paid to the challenges posed and green solutions employed by manufacturing and utility companies, there are a number of similar opportunities for a green focus in the financial services industry. Green “basics” now include paperless statements, electronic banking, green mortgages, green credit cards and other eco-friendly products and services which have all, to one degree or another, been embraced by the industry. New initiatives may not be an easy sell, however. There is evidence of “green fatigue” —consumers tuning out green messages either because they don’t believe them, don’t care about them, or they are just plain tired of hearing about the issue.
There is good news for green marketers, though, and it comes in the form of the younger generation. This is the group that is most attuned to the environmental issues of the day. To the extent that financial services companies can support green efforts, both by internal initiatives to meet their own green goals and by investing in companies and other efforts that are focused on green solutions, they will be the companies of choice for an increasing number of consumers—and especially those who have just entered or who will soon be coming into the investing ranks.
The following are topics covered in this report:
This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:
What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.