Comments on: Measuring the environmental impact of marketing, Part 2

By: Peter Korchnak

Peter Korchnak — Thu, 11 Feb 2010 18:07:54 +0000

Read the comments on the reprint of this post on Sustainable Life Media's Sustainable Brands Weekly.

By: Peter Korchnak

Peter Korchnak — Wed, 10 Feb 2010 15:41:39 +0000

@Mike: You imply that companies would publicize their marcom footprint. That may not necessarily be the case, or necessary. Unless there’s a certification system in place for the environmental footprint of marketing communications, companies can (should?) keep that information to themselves and work on reducing it for purely internal purposes. Besides, marketing a new-and-improved footprint of marketing may defeat the whole purpose of the exercise.

By: Mike Russell

Mike Russell — Wed, 10 Feb 2010 01:10:19 +0000

An excellent point, Peter.
Perhaps businesses are reluctant to establish their carbon footprint for fear such a discovery may be perceived as ‘bad press’. Customer and company ignorance of the footprint in question may be preferable to an ugly, official number.

Of course, this could be massaged into a PR opportunity: establishing that footprint is the first step toward reducing it.

Oh, for the days when companies vie for ‘lowest carbon footprint in the industry’ (without relying on offsets)!

As always, an interesting post.
Keep up the good work.

By: uberVU - social comments

uberVU - social comments — Thu, 04 Feb 2010 20:24:37 +0000

Social comments and analytics for this post…

This post was mentioned on Twitter by peterkorchnak: Do you measure the environmental impact of your marketing? http://bit.ly/c6F75f & http://bit.ly/bKTxIV (new series)…