Despite Economic Pressures, Majority of Companies Plan to Increase Emphasis on Sustainability

Despite Economic Pressures, Majority of Companies Plan to Increase Emphasis on
Sustainability

Customer demand and the economic environment are driving a continued
commitment to sustainability, according to survey by the American Marketing
Association and Fleishman-Hillard, Inc.

CHICAGO, April 8 /PRNewswire/ -- When it comes to investing in sustainable
business behaviors and programs, more than half of corporate marketers and
communicators believe that their organizations will increase their involvement
in environmental sustainability initiatives during the next two to three
years, according to a survey conducted by the American Marketing Association
and Fleishman-Hillard, Inc. In addition, half of those surveyed believe that
economic realities will actually encourage the adoption of sustainability
practices.

The survey shows that 58 percent of marketing and communication leaders
believe their companies will place more emphasis on developing corporate
sustainability opportunities in the months ahead, despite the belt tightening
that is happening in the business world.

"At a time when the economy requires everyone to stay focused on the
essentials, it's noteworthy that businesses are putting sustainability
programs into that must-do column," said Nancy Costopulos, chief marketing
officer of the American Marketing Association. "It is a signal that the
business community is embracing environmental sustainability in a way that
this country has probably never seen before."

More than half of those surveyed believe that sustainability is an essential
element of their company's reputation right now. Nearly three-quarters believe
that corporate reputation, corporate culture and technological advancements
will be the drivers for sustainability. The new administration's policies will
further accelerate the adoption of corporate sustainability programs,
according to 63 percent of responders in the survey.

However, optimism is tempered with some smart realities. While the majority of
companies will continue to invest in sustainability initiatives during the
next year, how companies chose to communicate that commitment is mixed. About
43 percent of those surveyed expect their companies to increase marketing of
their sustainability programs. They say they will do so because it is the
right thing to do; customers are asking for more information; it is supportive
of the corporate culture; and because sustainability offers a clear and
distinct business advantage. That said, more than half of the respondents do
not expect to increase their storytelling in the category of sustainability.

"It is important that companies align their sustainability and business
objectives internally, with engagement from management and employees, before
communicating their goals externally," said Aili Jokela, co-chair of FH
Sustainability, a Fleishman-Hillard practice group specializing in
environmental issues and corporate social responsibility. "Taking careful
steps in building a communications program that correlates to a strategic plan
and measurable operation improvements is extremely important for authenticity
and credibility. Then, it's time to communicate."

Additional key findings from the study include:
-- More marketers and communicators (53 percent) define sustainability as
the need to balance financial, human and natural resources for the
long-term benefit of business and communities. Few define
sustainability
in terms of focusing on renewable energy resources (3 percent) or
driving inefficiency out of the supply chain (10 percent).
-- Employees (82 percent) and customers (74 percent) are more likely to
be
the targets of communications about sustainability than are investors
and analysts (52 percent).
-- Sixty-three percent believe that the new administration's policies
will further accelerate the adoption of sustainability programs.
-- Even the most popular sustainability programs - recycling (36 percent)
and electric energy efficiency (20 percent) - are extensively embraced
by only a minority of businesses.

About the American Marketing Association - Fleishman Hillard Sustainability
Study
Findings are based on an online panel survey among 270 corporate
communications professionals, primarily those holding marketing or public
relations jobs, in January and February 2009. For more information regarding
the study, please click here.

The American Marketing Association (AMA) is the largest marketing association
in North America. It is a professional association for individuals and
organizations involved in the practice, teaching and study of marketing
worldwide. It is also the source that marketers turn to every day for
information/resources, education/training and professional networking. AMA
members are connected to a network of experienced marketers nearly 40,000
strong and include leading marketing academics, researchers and practitioners
from every industry. AMA offers highly acclaimed seminars, workshops and Hot
Topic events focused on the immediate needs of marketers, as well as trends
shaping the future. AMA's website, MarketingPower.com, is the everyday
connection to marketing data, articles, case studies, best practices and a
robust job bank. The AMA also is the source for the field's top magazines and
journals, including Marketing News. AMA professional and collegiate chapters
and special interest groups keep members in touch with the best people and the
best practices. For more information on the American Marketing Association
please visit www.MarketingPower.com.

Fleishman-Hillard Inc., one of the world's leading public relations firms, has
built its reputation by using strategic communications to deliver what its
clients value most: meaningful, positive and measurable impact on the
performance of their organizations. The firm is widely recognized for
excellent client service and a strong company culture founded on teamwork,
integrity, and personal commitment. Based in St. Louis, the firm operates
throughout North America, Europe, Asia Pacific, Middle East, South Africa and
Latin America through its 80 owned offices. For more information, visit the
Fleishman-Hillard Web site at http://www.fleishman.com.

Fleishman-Hillard is a part of Omnicom Group Inc. (NYSE: OMC)
(http://www.omnicomgroup.com). Omnicom is a leading global advertising,
marketing and corporate communications company. Omnicom's branded networks and
numerous specialty firms provide advertising, strategic media planning and
buying, interactive, direct and promotional marketing, public relations and
other specialty communications services to more than 5,000 clients in more
than 100 countries.

SOURCE Fleishman-Hillard Inc.; The American Marketing Association

Aili Jokela, +1-503-721-4242, aili.jokela@fleishman.com, or Marjorie
Benzkofer, +1-312-751-3513, Marjorie.benzkofer@fleishman.com, both of
Fleishman-Hillard, Inc.; or Nancy Costopulos of American Marketing
Association, +1-312-542-9080, ncostopulos@ama.org