A recent survey by The Economist Intelligence Unit identified both the top influencers of – and benefits derived from - corporate environmental risk management (CERM) programs. Two things are curious about these survey results. First, customers and investors rank relatively low in influence (fourth and seventh, respectively) despite the fact that “better corporate reputation” among these groups ranks as the primary benefit for launching CERM in the first place.

Second, “regulators” and “government” exert significant influence – second only to “executive management” – on companies to initiate CERM programs; in terms of benefits, however, “improved relations with regulators” ranks only eighth.

Risk Manager Responses from Recent Survey by

Eco-labels influence consumer behavior in two ways.  First, they introduce green as a considered attribute at the point of sale.  Second, they enable consumers to comparison shop based on green.  Over the past few years, there have been many new eco-labels launched by governments, manufacturers and retailers.  Many of these labels are listed on Consumer Reports’ Greener Choices site.
Interestingly, the Natural Marketing Institute’s 2007 LOHAS Consumer Trends Database report determined that not all eco-labels have the same impact.  In fact, consumers indicate that they are more likely to make eco-friendly purchase decisions if the eco-labels are also widely recognized and trusted brands in of themselves.  Familiar labels for programs like the

These days, green marketers are challenged to efficiently reach consumers and effectively impact their attitudes and behaviors. There are many reasons for this of course: consumer attitudes are still evolving, familiarity with green products is just emerging and purchase behavior is inconsistent within and across categories. As such, marketers tend to look for targetable demographic groups or behaviors that have a higher propensity for green.   In this political year, it is interesting to examine whether political ideology, and more specifically, party identification as a Democrat or Republican is an indicator of interest in green.     Today, there is a common perception that Democrats are more pro-environment than Republicans. Indeed, on issues like