EXHIBITOR Research: Corporate Support for Green Exhibiting Growing
But Economic Factors Threaten to Inhibit Increased Adoption
ROCHESTER, MN – November 2, 2011 – EXHIBITOR Media Group, the leader in trade show and corporate event marketing education, today announced the results of EXHIBITOR Magazine’s 2011 Green Exhibiting Survey, sponsored by Lynch Exhibits Inc. Although Green exhibiting has undeniably gained traction since EXHIBITOR’s 2007 benchmark white paper entitled “An Inconvenient Booth,” corporate support appears to have tapered off a bit, and economic factors threaten to inhibit increased adoption.
An impressive 53 percent of exhibitors indicate “high” or “very high” interest in Green exhibiting, mostly driven by the view that going Green is “the right thing to do,” and the belief that it will enhance their brand’s image. However, the survey suggests that company support is lagging behind marketers’ personal interest, as just 36 percent of respondents feel their companies share their “high” or “very high” level of interest in going Green.
“The economic and environmental landscapes have shifted considerably in the 48 months since our benchmark survey was released,” commented Travis Stanton, editor of EXHIBITOR magazine. “Interest in going Green is still high, but exhibitors are less willing to pay a premium for eco-friendly options than they were in 2007.”
In 2007, 73 percent of exhibitors reported they would pay at least a 5-percent premium for Green alternatives, compared to only 60 percent in 2011. Furthermore, the generally higher cost associated with Green materials topped respondents’ list of primary obstacles in their path toward going Green, followed closely by the challenges of a weak economy.
Comprehensive results of the 2011 Green Exhibiting Survey will be published in the November issue of EXHIBITOR magazine.
About EXHIBITOR Media Group
The leader in trade show and corporate event marketing education, EXHIBITOR Media Group publishes EXHIBITOR magazine, a monthly publication featuring best practices in trade show marketing. EXHIBITOR’s Learning Events include: EXHIBITOR2011, the industry’s top-rated conference and exhibition for trade show and corporate event marketing; EXHIBITORFastTrak, accelerated learning conferences; and EXHIBITOR eTrak, professional online learning. EXHIBITOR Media Group is also the founder and sponsor of CTSM (Certified Trade Show Marketer), the world’s only university-affiliated certification program for trade show and event marketers. EXHIBITOR’S web site, www.ExhibitorOnline.com, is the trade show and event community’s most comprehensive online resource. Follow us on Facebook, Twitter, and LinkedIn.
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