GREEN'S FUTURE: Is green the new beige?

Green marketing is the current big thing and being a sustainable business could be the way to survive in a fast changing world. As brands fight over which is the greenest, corporate reputations count as much as consumers. Marks & Spencer chief Sir Stuart Rose was knighted this year, not least for his services to corporate social responsibility. Numerous other corporate chief executives, including Sir Terry Leahy of supermarket Tesco, claim to be committed to the green agenda. While one retailer concentrated on greening its corporate brand, the other focused on customers. Two different approaches, both of which have enhanced their brands with consumers. Environment could become a 'hygiene' factor as consumers realise it's no longer a 'nice to do'. The environment could become as important to consumers as quality, price and value.