Digital marketing has provided new tools for brands to reach their audiences; the development of online videos, social networks, podcasts and games, highlights that the digital marketing space will continue to expand. A consumer’s online experience can significantly affect future behaviour; 81 percent of consumers are more likely to return to the website if they had a good experience (Cosmetics Design 2008).

Brands will increasingly use online spaces in 2009 to communicate with consumers. Digital means that today the brands that will win, will be those whose consumers and other stakeholders tell the best stories. It’s no longer a one-way narrative, it’s about a two-way conversation.

Complaints about the misuse of green terminology in advertisements to the Advertising Standards Authority have increased dramatically in recent years. In 2006, the ASA received 117 complaints about environmental claims in 83 advertisements, but in 2007, there were 561 complaints about 410 advertisements - almost a 500 percent increase. The most common claims being Challenged are those referring to carbon reduction, cradle-to-grave and green energy sources. This year will see the development of advertising standards and an increasing requirement for brands to have claims that are underpinned by fact.

Brands can no longer hide behind their TV ads or billboard posters because of the power of online search. Consumers can find information about anything, anytime, and they are actively seeking information about the brands with which they interact. In 2009, it's going to be increasingly important for brand image to match company behaviour. After all, 81 percent of UK consumers place more importance on what companies do than what they say (The Drum 2008). So it's about clear, genuine, authentic messages that promote transparency, as this research shows there is a positive correlation between transparency and trust – it’s about being tangible.

In 2009 we will see stronger links between sustainability and well-being. The UN Development and Happiness Index, and the NEF Happy Planet Index integrate human well-being and environmental impact. The credibility of these indices will continue to increase, with the $200 billion Lifestyles of Health and Sustainability (LOHAS) market expected to double by 2010 and quadruple by 2015, according to the Natural Marketing Institute. As awareness increases about the intertwined relationship between the environment and well-being, the public will rapidly demand environmental action.

Consumers no longer passively accept news and product information thrown at them by marketers, ads, or their peers. About 64 percent of consumers want third-party verification of green claims according to the GfK-Roper’s 2007 report. Some unusual partnerships are already developing between NGO’s and large organisations, for example McDonald’s and Greenpeace, Coca-Cola and WWF and Vodafone Greece and Greenpeace.

As this trend continues in 2009, there needs to be a balance between credibility and values for both the company and the NGO. This will help to retain the trust of consumers.

Patents in wind, fuel cells, hydroelectric, tidal and geothermal were up in 2008 over 2007 with hydroelectric and tidal patents being at all time highs. In contrast, solar, hybrid/electric vehicle and biomass/biofuel energy patents fell slightly in 2008. In 2009, it will be interesting to see which renewable energy sources will continue to develop new technology.

Gone are the days when consumers simply put something in the bin after using it. People are now opting to reuse, resell, donate or recycle old goods. Millions of us sell used goods on Ebay, which has recently launched “green team” and “world of good” websites to help users buy, sell and think green.

With tightening waste restrictions and legislations, we are beginning to see end use considered in the design stage of the products we buy. Manufacturers are reusing parts of returned products, essentially accomplishing two things: repurposing the materials and holistically extending the life of the product. This is an environmentalists’ dream that will hopefully spread across the business world in 2009-10.

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