Despite urgent legislative requests by the European Commission and a slew of acts and legislative drafts in each of the major EC countries, we would raise a flag and warn any brand driving a green strategy to think very carefully before they just plop an EMEA campaign and strategy in place. Evidence clearly shows us that even for the four largest markets in EMEA, Germany, France, the UK and Italy, there is no one core model. Here are the main differences and how to think about them.
This sounds so odd: A new booming market that has little to no government legislation on green policies, at least relative to the giant technology economies in the US or EMEA. Well recent research we have done show that this BtB market leads the perceptive way in adopting green technology products. You might even ask why this is important if you do not live in India or handle marketing there. We have just finished wave I of the BtB GreenFactor research. Wave II will be finished in September and the answer to the above is quite simple, almost stark. Green is here to stay for all of us. We can handle it in our marketing or choose to ignore it, but the data from India that ends up showing a propensity to adopt green and even the open expectation of paying a premium indicates that there is the chance to get genuine upside for a brand (self-sustaining green marketing).
In the UK a "Do you have the B@#%?" comment is often stated as "Do you have the brick to do X?". In this case BRIC is Brazil, Russia, India and China. So do you have the brick to deliver the right marketing to the BRIC markets? As growth in the US slows down (recession and natural market growth in other markets), the roles of global communications professionals seem to be changing: