In what has already seemed like a busy sustainability conference season, The Action for a Sustainable America Conference in Seattle finished up this week, which focused on sustainability as a driver of corporate strategy – rather than, say, just having a green product line, or an aim for carbon neutrality.

A good opening keynote was provided by Rob Bernard, Chief Environmental Strategist from Microsoft, who tells an inspiring story about the compostable cup he discovered at a small ice cream store while on vacation at the Oregon shore, which led to Microsoft’s now seemingly comprehensive and far-reaching view on sustainability. For a moment or two there, the romance of the story almost overcame the befuddlement in the discovery that such a powerful and supposed strategic organization should have no proactive view on such an important issue.

Our session, titled “When should marketing get involved in sustainability strategy,” and led by Marc Daudon of Cascadia Consulting, provoked some healthy conversation. Covered were questions like: Is sustainability a marketable attribute? Should sustainable companies market the fact? What in marketing terms and public perception is the difference between sustainable and green? Where do companies get their marketing strategies wrong when it comes to sustainability, and what are the greenwash flags?

Flanked by the sharp Laurie Demeritt, President & COO of Hartman Group, representing the consumer research side, and the frank and humorous David Quigg, Director of Marketing of Gray’s Harbor Paper, presenting the business case, the panel engaged with the audience on the overarching themes around marketing and sustainability.

See you at LOHAS?