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Despite Economic Pressures, Majority of Companies Plan to Increase Emphasis on Sustainability

Customer demand and the economic environment are driving a continued commitment to sustainability, according to survey by the American Marketing Association and Fleishman-Hillard, Inc.

CHICAGO, April 8 /PRNewswire/ -- When it comes to investing in sustainable business behaviors and programs, more than half of corporate marketers and communicators believe that their organizations will increase their involvement in environmental sustainability initiatives during the next two to three years, according to a survey conducted by the American Marketing Association and Fleishman-Hillard, Inc. In addition, half of those surveyed believe that economic realities will actually encourage the adoption of sustainability practices.

The survey shows that 58 percent of marketing and communication leaders believe their companies will place more emphasis on developing corporate sustainability opportunities in the months ahead, despite the belt tightening that is happening in the business world.

"At a time when the economy requires everyone to stay focused on the essentials, it's noteworthy that businesses are putting sustainability programs into that must-do column," said Nancy Costopulos, chief marketing officer of the American Marketing Association. "It is a signal that the business community is embracing environmental sustainability in a way that this country has probably never seen before."


More than half of those surveyed believe that sustainability is an essential element of their company's reputation right now. Nearly three-quarters believe that corporate reputation, corporate culture and technological advancements will be the drivers for sustainability. The new administration's policies will further accelerate the adoption of corporate sustainability programs, according to 63 percent of responders in the survey.

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