Green efforts seem more credible when endorsed by environmental groups 
According to Peppercom's Eco-concerns survey, a company’s green efforts are more credible when endorsed by third-party environmental groups whose efforts have an impact on their local community. But most companies interested in going green have not figured out which environmental groups they should partner with, nor how to work with them on policy development and communication.
Closing the gap between what consumers want and what companies are providing is important, survey results suggest, because three in four of the 300 plus consumers surveyed say their purchasing and, to lesser but growing degree, investment decisions are influenced by non-government environmental groups or NGOs.
Seventy-five percent of respondents indicated that efforts seem more credible when endorsed by environmental groups that have programs designed to have a direct impact on local communities.
According to Garvin Jabusch, principal at Green Alpha Advisors, consumers are most interested in connecting locally with environmental groups because what they and local corporations do together to solve environmental problems has a significant impact on their community. This provides opportunities not only for smaller NGOs to partner with companies of all sizes in their communities, but the local and regional operations of national and international NGOs as well.
Most consumers say NGO Web sites, along with friends and family and Web search engines, are the most trustworthy sources of information on companies’ environmental practices. They look for information on everything from manufacturing practices and positions on environmental policies to support for green causes and interaction with consumers in encouraging eco-friendly practices. While Greenpeace, the Sierra Club and the World Wildlife Fund were cited as top sources, dozens of regional and local organizations were also mentioned.
Although a number of companies have forged such partnerships, the study revealed that a significant percentage said they do not, citing lack of trust or common goals, and uncertainty on which NGOs to seek out.
“Nearly two-thirds of the 100 plus company executives surveyed launched eco-friendly initiatives within the past year, but much of what has been showcased is viewed among consumers as greenwashing,” said Ann Barlow, president of Peppercom’s West Coast office and head of GreenPepper. “That’s why it’s important for companies to seek opportunities for guidance from and collaboration with NGOs at all levels, particularly those that are locally or regionally based. They can help companies focus on the most important investments and changes to make.”
“Non-profits are increasingly forging partnerships with for-profit companies to address key environmental issues,” says Allan Thornton, President of the Washington, D.C.-based Environmental Investigation Agency (EIA). “By leveraging the unique capacities that each partner brings to the table, we can together realize critical goals such as protecting the world's great whales, magnificent old-growth forest, and fragile climate.”
Related categories: Climate change and global warming Environmental technology Companies
