The American Marketing Association (AMA) in coordination with public relations firm Fleishman-Hillard, has been studying the state of sustainability during the down economy from a communications perspective and found that things are not dire. In fact, discussions about sustainability are soaring at America.

According to their research, nearly 60 percent of corporate communicators and marketers see an increased focus on resources on sustainability," says Katherine L. Eller of Fleishman-Hillard. AMA and Fleishman-Hillard discovered that sustainability goals are at the top of corporate to-do lists regardless of whether being sustainable is directly related to a product or service sold by the corporation. 

The results of their research is summarized in the joint document, Marketers’ Views Remain Bright on the Topic of Sustainability, Despite Gloomy Economy. Being sustainable can lead to saving money and often positively impact profit margins in corporations. Through activities like increased recycling and reducing waste streams, and saving water and energy, operational costs are reduced and both employee and consumer satisfaction is increased.

Changing the operations of corporations into sustainable methods of conducting business is THE key to a better national and global relationship with the environment. Corporations have the purchasing power, the capital and have to answer to stakeholders and shareholders if they do not accept environmental responsibility. Because of their influence, they can have greater impact than today's financially and time stressed individuals and families.