Putting Sustainability Marketing Back in the Mix

“Green is not hot any more. Its importance has cooled off.” This was a pronouncement I heard yesterday at a marketing summit. And I couldn’t disagree more. Marketing sustainability is a trend that is growing in several key industries including real estate, energy and retail. And, not surprisingly, higher education.
According to a recent USA Today article, sustainability is big attraction being heavily touted whenever possible by admissions and beyond. College campus tours with prospective students and their parents focus on the institution’s energy-efficiency efforts focusing on key initiatives as building upgrades and construction, solar panels and recycling. All of these efforts matter in attracting students, most of which are serious about environmental issues.
Just over a year ago, 27% of colleges and universities were incorporating sustainability messaging during the admissions and student orientation process. That number has jumped to 69% in 2010 according to a survey conducted by Sustainable Endowments Institute.
That sustainability marketing is misunderstood, being overlooked or eliminated in customer communications, is the alarming concern confirmed by this room full of marketing professional. Each of these senior marketers could take a lesson from higher education. Customers care about environmental issues and it crosses all consumer segments. No doubt, the trend to leverage it in higher education marketing will continue to grow and may soon be included in initial recruitment messaging stages.