With economic conditions putting the squeeze on all budgets, it’s no wonder there is concern for the fate of sustainable marketing efforts. Is there still room for green in an otherwise red budget? As it turns out, most are pushing ahead with existing programs, and even beginning new ones to differentiate themselves from competition. What are you doing these days? GD USA checked in with a few marketing firms to see what they and their clients were up to:

Roughstock Studios, San Francisco CA: If we treat environmental issues as separate from the design itself, then it can be more expensive to essentially “tack on” green decisions after the fact. And while that might be perfectly acceptable to some clients, it no longer works when cash flow is an issue. However, if you begin a project with the understanding that environmental responsibility is a design component as important as, say, usability, then it’s really not difficult or costly to integrate greener decision making into the process. A simple design decision at the front-end of a project can reduce both cost and environmental impact simultaneously.

Firebelly Design, Chicago IL: There’s a big difference between being profitable and looking for profit maximization. The recession is forcing companies to look critically at ways to differentiate themselves and find new, smarter ways to do business — sustainability can resolve both those concerns. So for us, the recession makes “being green” easier, more exciting and better for business. But it requires serious self-reflection, and making changes that are often disruptive to traditional business practices and discordant with the status quo.

Willoughby Design, Kansas City MO: Actually, the recession has not made it more difficult. Clients are learning that making sustainable choices in designing products and communications can positively affect the bottom line. We have assisted clients in reducing waste of unnecessary communications and packaging through critical thinking about design. Green is no longer just printing on more expensive recycled paper. It is considering where the material originated, how it is manufactured, how it is transported, consumed and disposed. Within each of these touch points is an opportunity to design with less impact on the environment while maintaining well designed and enjoyable goods

Zunda Group LLC, South Norwalk CT: We do not believe being in a recession has anything to do with being green. This is first and foremost a cultural issue with lifestyle impact/ramifications, that affects each and every one of us on a daily basis. James Lovelock’s Gaia hypothesis says that the Earth exists as a cohesive, living organism. The theory explains that we are all inter-connected — that individual actions have a direct correlation to the whole. That very idea is beginning to permeate consumer culture, resulting in growing numbers of eco-conscious people who are trying to consume less to preserve the living Earth. They believe they can become individual stewards of the environment and make meaningful contributions by taking small steps on the collective eco-march forward.

Have you been putting off your sustainability initiative because of budget concerns? Maybe it’s time to take another look, because you might be, in fact, holding your business back from greater profitability in the long run.

Tags: green business, green marketing, sustainable business, sustainable marketing