Kevin Misselbrook – Marketing a ‘green’ product to a B2B audience

One of the big challenges that organisations will increasingly face is the need to quantify their environmental performance. Among the tools that are emerging to help make this happen is Access UK’s ‘accounting for carbon emissions’ methodology.

This enables organisations to analyse their carbon footprint in the same way they analyse financial performance – by division and department, by project and at detail level by individual staff. It is possible to compare budget and actual month-on-month and year-on-year results to drive and manage reductions.

Kevin Misselbrook talks about the challenge of being the first company to market an innovative green technology product of this type. His presentation provides some useful insights into which markets were the first to respond and how Access UK handled some internal culture challenges. He will also explain how they have measured the value this new product has brought to the company.