Mobium Group at Ethical Investor’s 2009 Green Marketing Forum

“Marketing to the ‘green’ consumer is extremely challenging, especially so in times of worsening economic conditions. The rhetoric suggests that the recession is killing off green products and services. However, check-out the newspapers, leading websites and current tv ads and you’ll find green marketing campaigns abound!”

That was the topic for discussion at the recent Ethical Investor, “Green Marketing Forum” held in Sydney and Melbourne in early July, 2009.

Mobium Group’s Andy Baker shared the stage at the Forum with AT Kearney Partner, Jeremy Barker, to address the topic: “Is green marketing immune to the recession?” and set the scene for a series of case studies from the likes of IBM, BodyShop, Living Edge Furniture, ideas company, Republic of Everyone, Choice Magazine, Planet Ark and Visy.

The combination of Mobium and AT Kearney research presented the results of consumer and stockmarket studies conducted during the worst of the global economic downturn to understand how the financial crisis was impacting consumer behaviour and corporate valuations.

The AT Kearney study found that companies with strong sustainability credentials had more resilient stockmarket valuations than their less sustainanable counterparts during the market turbulance of 2008, whilst Mobium presented data contrasting consumer responses from its 2008 Living LOHAS 2 study and its March Green-Tracker omnibus survey.

The Mobium study showed that whilst overall market participation in a range of more sustainable product categories has grown during the downturn, consumers’ wilingness to pay a premium for these products has been hit hard across FMCG, appliances and other key categories.

Ethical Investor has also published a series of Mobium Group articles looking at the affect of the Global Financial Crisis on consumer attitudes to sustainability. To take a read, go to the Ethical Investor website and search on ‘Mobium’.