More and more, consumers are thinking about the well being of people and the planet when choosing products and services. In fact, a recent study by DeLoitte Consulting found that over half of consumers feel it is important to purchase eco-friendly products. In response to this sustainability mandate being issued by consumers, many companies are exploring opportunities to conduct business in a way that not only makes economic sense, but is also socially and environmentally responsible. Some companies, rather than radically reinventing their business to go green, are looking deeply at their existing products, services, operational infrastructure, partnerships, technological capabilities, etc. and finding opportunities to better meet this triple bottom line.

Lately, everyone seems to be jumping on the “green” bandwagon. Initially, discussions on going green used to be concentrated in the energy industry. But the rapidly rising prices for oil and other traditional energy sources, in combination with heightened media attention, have catapulted green issues into the spotlight and given way to the latest hot business trend. If you’re interested in helping your business become more environmentally friendly, you can start by going paperless with your marketing efforts.

We’re hearing it everywhere these days - we’re a planet in peril. The WorldWildlife Fund claimed in a recent report that, at our current rate of consumption and wasteful ways, we’ll need 2 planets to sustain us by the year 2050. You may not think that your customers care about sustainability today but as a whole, consumers’ concern for the environment is growing and they are increasingly choosing greener brands. According to a recent study by DeLoitte Consulting, a leading UK retailer was able to achieve a 6 percent increase in sales in its stores by implementing a sustainability program. That increase was attributed to an improved brand image. Communicating good intentions can go a long way to elevate a brand’s status in the mind’s eye of consumers and make it their preferred choice. But there are challenges and designers must keep innovating new ways of getting the right information out there so people can make the right choices.

There’s certainly some strong trends we’re seeing in how green brands are being marketed. In some cases, the similarities between brands is shocking. The challenge soon may be to appear “green” but different from your competitors.