Keith Jones

How many times have you heard the words 'green, sustainable and carbon-neutral' in the last six months? Quite a lot, if you are anything like most UK businesses, or indeed the entire population. The media agenda is awash with demands for organisations to become 'greener', as environmental awareness grows.

The question is: are you still listening? Or, more importantly: are you taking action? It can be all too easy to let environmental concerns slide down the ‘to dos’ list. But – and don't shoot the messenger – if you're not taking action now, your days in the marketing industry are numbered.

This may sound dramatic, but a survey of senior marketers found that 76 per cent believe that customers' awareness of their environmental policy will affect their engagement with the company - both now and into the future. Clearly, action is essential. Getting caught up in the greenwash is fatal.

But what is 'green marketing'? It certainly isn't just shouting about or promoting how environmentally friendly your company is. Rather, it requires marketing departments to follow a strategy that ensures all activity is effective, efficient and sustainable, and doesn't impact the environment. Token, ad hoc gestures, such as introducing recycling bins or energy efficient light bulbs won’t cut it.

To effectively 'go green' you must approach it as you would any other business challenge. First, you must do your research. Marketing departments must be able to answer the question, "What is the carbon footprint of our campaigns? " This includes everything from promotional mailers, attending events to billboard adverts.

For example, when it comes to direct mail, marketers need to understand the environmental impact of the type of ink that is used, right through to the 'end of life' of that piece of collateral. Marketers need to know if the mailing ends up in a landfill or if it is recycled?

Such research may sound onerous, but if marketing directors don't know where environmental weaknesses lie they cannot effectively change the process for the better. The information from the carbon footprint audit will drive an informed strategy.

At Acxiom we carried out an audit of our own carbon footprint. We found that, while using more recycled material would make a difference, it is actually not a major factor to helping us achieve the green status we aspire to. Whereas, the end-of-life of some of our collateral needs to be considered more. An audit informs you on how to make simple changes, in the places which matter the most.

Support from senior decision makers is a critical success factor. When discussing the 'green agenda' invariably concerns arise about extra cost and resources. But this is a misguided fear. Let's face it even without the hype taking a 'green approach to marketing is also being 'smart'. By ensuring the marketing data you have is accurate, relevant and up-to-date, for example, you'll not only cut out unwanted mail, journeys and waste, but you will be better targeting the right people (whether that is customers or prospects) in the way they want to hear from you. And that's when they are more likely to respond to your offers.

All too often companies and executives think about marketing quantitatively. Phrases like "The more you put in at the top, you more you'll get out at the bottom" and "It's purely a numbers' game" are common. But the market has changed. Consumers have caught up.

Customers and prospects no longer expect or will tolerate being bombarded with mail and messaging. The only marketing strategies that will work are those that embrace multi-channel with an innate sense of what the customer wants and when. Only when you can tailor the message and communicate it individually will your customer truly believe they are king in your eyes.

It lies on marketers to clearly illustrate how these changes will benefit the business, as well as fit in with any existing CSR or environmental policy.

So the gauntlet is thrown down for marketers. But the challenge belongs to everyone in the business. Until all decision makers recognise the need to deliver targeted, accurate, innovative promotions, mailings or campaigns to really win and retain the customer, tactical decisions will be made which are short term, short-sighted and worse for the environment.

The only way to think about green marketing is strategically, smartly and seriously, and in the context of better business. The environmental agenda is only going to get more crowded (and with good reason) as more people understand that this is how the world is changing and how industries are being changed.

'Green' no longer comes in shades – you're either in or you're out. Now is the time to choose.

Keith Jones is group leader of multi-industry solutions and services at data marketing company Acxiom