Study – Being Green Linked to Higher Business Performance

Business people confirm that higher 'greenness' is coincident with higher customer satisfaction, higher employee satisfaction and higher revenues per employee

NORTHBOROUGH, Mass., February 19, 2008 – Brockmann & Company, the customer insight firm released its latest independent report on being green and its relationship to business performance. The report, entitled "The Power of Green" reviews buyer preferences for green brands and considers the state of green in over 100 organizations from around the world.

Peter Brockmann, President of Brockmann & Company said, "Business people have worried about the cost of being green. We provide evidence that companies that focus on recycling in the office, reducing energy consumption in the office and use video conferencing or telepresence technologies intensively, also have higher customer satisfaction, higher employee satisfaction and higher revenues per employee."

This report also showed that Top Performers scoring high on the Green Quotient had 3 times more customer satisfaction than Poor Performers (organizations scoring low on the Green Quotient), 4.7 times more employee satisfaction and 1.7 times more revenue per employee. Other key report findings include:

  • The reliability, accessibility and quality of video conferencing is the most significant variable influencing the study's result.
  • Counterintuitively, Top Performers don't use disincentives for business travel leaving it to the discretion of employees as to the most effective use of their time and company resources.
  • It's not just about green technology adoption – but about green practices and management attitudes that influence corporate culture on questions like encouraging public transit and teleworking.

Recommendations for each class of enterprise analyzed are also presented in the report. Overall, enterprises need to upgrade the use of telepresence and high definition video technologies, broaden the scope of energy reduction initiatives and integrate their recycling initiatives with local 3R (Reduce, Reuse and Recycle) municipal waste programs.

The Power of Green is available for a limited time for free download at

Brockmann & Company is a consulting & advisory firm serving high tech equipment, application vendors and service providers. Clients accelerate growth through customer research & thought leadership. Learn more at


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