Survey: Green Goals Get High Priority in 2008

In "The 2008 Aberdeen Report: State of the Market." over 4,500 survey participants identified how their organizations are seeing the emergence of "green" initiatives like never before fueled by social, ecological, and economic implications.

The increasing complexity of the global business environment, rising energy and transport costs, and mounting compliance challenges are driving a major focus on sustainability and green initiatives. Forty-seven percent of the 4,645 companies participating in the report revealed that they already have green initiatives in place. Of these firms, 74 percent cite corporate social responsibility as the main driver for their green initiative, and 52 percent of the surveyed audience identified competitive advantage as the second top pressure for having a green initiative. Overall, green initiatives ranked in the top eight corporate strategic goals for organizations in 2008.

Aberdeen, a Boston-Mass.-Harte-Hanks Co., provides fact-based research and market intelligence.

In 2008, "green" is more than just politically correct; it is a path to sustainability and to a more competitive position in the global market. Green marketing is an emerging notion as companies seek targeted, lower volume direct mail solicitations stemming from environmental awareness. Green supply chains are cropping up in companies with global operating requirements.

The 2008 Aberdeen Report spans six years of data collection, 2.5 million business interviews, data from 1.2 million organizations, and over 4,645 snap-shot survey respondents to help understand the state of the market, including business practices, process methodology, technology application, and general strategies.

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