CINCINNATI, Ohio - Employees from KDM P.O.P. Solutions Group participated in and cheered on their co-workers at the Amazing Race Cincinnati on June 5. The event is a fundraiser that benefits the Winton Woods High School Athletic Department. The school is located near Forest Park, in northern Cincinnati.
Since 2007, KDM has acquired not one, not two, but three companies in different geographical locations, all geared toward making the firm one of the top point-of-purchase solution providers in the country.
More retailers are conscious of their impact on people and the planet, and some are becoming sustainability leaders. But is this concern genuine or simply crass marketing, or even “greenwashing?” Five Winds International, a strategic environmental consulting firm, released the first in a series of studies evaluating a select group of large retail firms and sets some benchmarks.
The marketing of green attributes and positioning of the plethora of green product launches has taken a new direction: simplicity. Fewer ingredients and stripped down laptops are just some successful examples. The irony is that the promise of a simpler, less impactful living is that the green messages are still complex and confusing to consumers. Avoid buzz words: consumers find it difficult to distinguish these terms. Streamline: like it or not, Twitter is here.
Whether you agree or disagree with global warming, the business case for sustainability is how it will affect your bottom line. "We won't change unless it is profitable for the market", said John Gummer during a panel discussion at the FMI Midwinter Executive Conference about the Coca-Cola Retailing Research Council Forum report, "Sustainability in Retailing". Since the world will be run as if climate change is real, businesses will need to get on the bus or get left behind.
Four out of five people said they are still buying green products and services- despite a sometimes heftier cost, according to a 2009 National Green Buying Survey commissioned by Green Seal and EnviroMedia Social Marketing. Of the 1,000 people surveyed, 50% said they are buying just as many green products now and 19% stated buying more. People want to do what's best, but it needs to be easy and accessible.
Using our web-based procurement tool, INTELLITRAK, associates can create the custom marketing programs they need for their audience: such as in-store events, supporting fliers, promotional products and POP sales materials.