Competing for a Share of Sustainability Expenditure in the Defense Industry 2010–12

Competing for a Share of Sustainability Expenditure in the Defense Industry 2010–12: Green Marketing Strategies and Drivers, Defense Supplier Expenditure Activity, and Impact on Profitability” is a new report by ICD research that analyzes how defense industry supplier companies perceive sustainability; the specific marketing strategies and practices being undertaken; how sustainability initiatives have been affected by the economic downturn; and what actions are being taken to minimize its negative effects. This report also examines category-level spending outlooks; green marketing budgets; supplier selection criteria; competitive structure developments; the principal challenges associated with the implementation of sustainability practices; market-specific growth opportunities; and the investment opportunities available for leading marketing decision makers.


  • The report is based on primary survey research conducted by ICD Research accessing its B2B panels comprised of senior purchase decision makers and leading supplier organizations
  • Opinions and forward looking statements on sustainability management of over 529 industry executives are captured in our in-depth survey, of which 56% represent Directors, C-levels & Departmental Heads
  • Analysis on effective promotional channels and major drivers of green marketing, along with key steps of marketing green credentials
  • Key topics include suppliers’ annual and green marketing budgets, post recession spending trends and modifications, customer acceptance of green initiatives marketing, and how sustainability might influence future business and profitability
  • In the report suppliers identify whether green marketing is more effective than traditional marketing while industry players predict customer spending patterns on sustainability for the next 12-24 months
  • The geographical scope of the research is global – drawing on the activity and expectations of leading industry players across the Americas, Europe, Asia-Pacific and Africa & Middle East
  • The report examines current practices and provides future expectations over the next 12-24 months
  • The report provides qualitative analysis of key industry opportunities and threats and contains full survey results

Here you can find more information: Competing for a Share of Sustainability Expenditure in the Defense Industry 2010–12