Marketing depts focus on green issues

Marketing departments responsible for a number of the UK's leading brands have joined forces to create a unified approach to tackling environmental issues, it has emerged.

The Incorporated Society of British Advertisers (ISBA) confirmed today that a coalition of its members will be working together to explore ways of promoting sustainable marketing communications.

It said such measures should go hand-in-hand with wider corporate social responsibility efforts to secure sustainable procurement throughout all levels of the supply chain.

Ian Twinn, ISBA's director of public affairs, said his organisation's fundamental ethos was that "going green is no longer an option for marketers - it is an imperative".

He added: "Advertisers who have taken steps to make their company or products greener naturally want to share this good news with consumers. But failure to think through and implement coherent sustainability strategies will put companies at a competitive disadvantage and invite unwelcome regulatory attention."

The companies that have so far signed up to the marketing initiative include COI, Unilever, British Gas, BP, Marks and Spencer, Diageo, Virgin and Lastminute.com.
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