PRINTABLE VERSIONPRINTABLE VERSION EMAILEMAIL
CEOs and Organizational Leaders See Growth in Going Green, According to Frost & Sullivan

Motivated by Moral Obligation?

Costs Still Present a Challenge

MOUNTAIN VIEW, Calif. — September 29, 2008 Frost & Sullivan, the Growth Partnership Company, is pleased to announce the results of its inaugural Going Green survey, an evaluation of senior managers' perceptions of and current/future initiatives toward environmental/sustainable issues within the organization.

The results include the expected as well as the surprising. To begin, within an organization, the CEO is by far the leading champion of green ventures. However, the motivations behind this differ, as organizational leaders are polarized in their perception of going green: it is viewed as either a moral/ethical obligation, or an advantage for growth. Interestingly, significantly more organizational leaders below the CEO level, such as vice presidents or directors, actually perceive going green as more of a growth opportunity than CEOs do (34% vs. 23%).

“Whether morally-driven or growth-focused, going green is still top of mind for most organizations,” explains Tanya Fowler, Director of Competitive Benchmarking Services, Frost & Sullivan.

Frost & Sullivan's Going Green survey goes on to measure both current and future green initiatives underway within organizations. Not surprisingly, the most popular proposal seems to be the incorporation of green concepts into product design (41% for current, 60% for future), followed by the creation of green-branded products or services.

The majority of respondents also indicated that their companies' rates of investment in green initiatives are expected to increase. Additionally, according to the survey, the primary compelling drivers for going green are a potential competitive advantage (69%), a growth opportunity for the company (67%), or general corporate social responsibility (62%).

However, as might be expected, the biggest challenge to going green is cost, as roughly half of the respondents recognize the investment challenge that incorporating environmental/green strategies can bring.

“Given the potential benefits and seemingly positive support by investors, executives and employees,” continues Fowler, “more and more organizations may attempt to overcome the primary challenge of costs in order to achieve success in an increasingly green environment.”

The results of this survey were first delivered publicly at Frost & Sullivan's premier client event, Growth, Innovation & Leadership: A Frost & Sullivan Global Congress on Corporate Growth, held September 14-17, 2008 in San Francisco.

The survey was conducted by Frost & Sullivan's Competitive Benchmarking Services group, a division of the customer research team that conducts independent, non-sponsored research among end-users to evaluate and measure companies and trends in the market. Specifically, Competitive Benchmarking Services surveys respondents that are deemed experts in the wide range of industries that Frost & Sullivan supports.

If you are interested in the full research report, please send an e-mail to Jake Wengroff, Corporate Communications, at jake.wengroff@frost.com, with your full name, company name, title, telephone number, company e-mail address, company website, city, state and country. Upon receipt of the above information, an overview will be sent to you by e-mail.

About Frost & Sullivan

Frost & Sullivan, the Growth Partnership Company, partners with clients to accelerate their growth. The company's TEAM Research, Growth Consulting and Growth Team Membership™ empower clients to create a growth-focused culture that generates, evaluates and implements effective growth strategies. Frost & Sullivan employs over 45 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from more than 30 offices on six continents. For more information about Frost & Sullivan's Growth Partnership Services, visit http://www.frost.com.

Contact:

Jake Wengroff
210.247.3806
jake.wengroff@frost.com

BACK TO TOP BACK TO TOP

QUICK SEARCH

GO GO
ADVANCED SEARCH
Search our research by date, market, technology, region or keywords
GO GO
SHARE
ANALYST BRIEFINGS
Attend our complementary interactive analyst briefings
VIEW LIST  VIEW LIST
PRESS RELEASE MAILING LIST
To receive industry breaking news and analysis sign up for our mailing list. Include your full contact details and specify your industry of interest.
URGENT INQUIRIES
We recognize journalist deadlines and will strive to meet your needs as quickly as possible
CONTACT US   CONTACT US
Sitemap | Disclaimer | Privacy
© Frost & Sullivan
Conseq