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Competing for a Share of Sustainability Expenditure in the Mining Industry 2010-2012: Green Marketing Strategies and Drivers, Mining Supplier Expenditure Activity, and Impact on Profitability Product Image

Competing for a Share of Sustainability Expenditure in the Mining Industry 2010-2012: Green Marketing Strategies and Drivers, Mining Supplier Expenditure Activity, and Impact on Profitability

  • Published: October 2010
  • 160 Pages
  • iCD Research

“Competing for a Share of Sustainability Expenditure in the Mining Industry 2010-2012: Green Marketing Strategies and Drivers, Mining Supplier Expenditure Activity, and Impact on Profitability” analyzes how mining 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.

Scope of the report:

- 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 289 industry executives are captured in our in-depth survey, READ MORE >

Chapter 1: Executive Summary

Chapter 2: Introduction
Heading: Profile Of Survey Respondents

Chapter 3: Sustainability In The Mining Industry
Heading: What sustainability means to the mining industry
Heading: Leaders of sustainability in the mining industry
Heading: Implementation of sustainability practices in the mining industry
Heading: The drivers of sustainability in the mining industry

Chapter 4: How The Economic Downturn Has Affected Sustainability Initiatives In The Mining Industry
Heading: The importance of sustainability after the recession
Heading: Post recession spending trends
Heading: Post recession modifications to sustainability initiatives
Heading: Leading concerns in the effective implementation of sustainable practices

Chapter 5: Demand For Sustainability In 2010-2012
Heading: How sustainability initiatives will impact future profitability
Heading: Customer demand for sustainable products and services: regional growth forecasts
Heading: Predictions of customer spend on sustainability
Heading: Customer acceptance of green initiatives
Heading: Important attributes of sustainable development in the value chain

Chapter 6: Mining Industry Marketing Spend Activity
Heading: Annual marketing budgets: 2010-2011
Heading: Green marketing budgets in the mining industry
Heading: Key promotional channels

Chapter 7: Mining Industry Green Marketing Dynamics
Heading: Is green marketing more effective than traditional marketing?
Heading: Major drivers of green marketing
Heading: Key steps of marketing green credentials

Chapter 8: Appendix

List of Tables
Table 1: Count of global mining industry survey respondents by company type (number of respondents), 2010 industry survey
Table 2: Buyer respondents by job role (% of buyer respondents), global mining industry, 2010
Table 3: Buyer respondents by organization’s global company turnover (% of buyer respondents), global mining industry, 2010
Table 4: Buyer respondents by organization’s total employee size (% of buyer respondents), global mining industry, 2010
Table 5: Buyer respondents by region (% of buyer respondents), global mining industry, 2010
Table 6: Supplier respondents by job role (% of supplier respondents), global mining industry, 2010
Table 7: Supplier respondents by organization’s global company turnover (% of supplier respondents), global mining industry, 2010
Table 8: Supplier respondents by organization's total employee size (% of supplier respondents), global mining industry, 2010
Table 9: Supplier respondents by region (% of supplier respondents), global mining industry, 2010
Table 10: Mining company: perceptions of sustainability in the global mining industry (% of mining company respondents), 2010-2011
Table 11: Metal manufacturer / processor: perceptions of sustainability in the global mining industry (% of metal manufacturer / processor respondents), 2010-2011
Table 12: Mining industry supplier: perceptions of sustainability in the global mining industry (% of mining industry supplier respondents), 2010-2011
Table 13: Perceptions of sustainability in the global mining industry by company turnover (% of all respondents), 2010-2011
Table 14: Regional variations: perceptions of sustainability in the global mining industry (% of all respondents), 2010-2011
Table 15: Perceptions of sustainability in the global mining industry by senior level respondents (% of CEO/MD/VP/SVP/HOD/Director level respondents), 2010-2011
Table 16: Champions of sustainability in the global mining industry: mining company vs. metal manufacturer / processor vs. mining industry supplier (% of all respondents), 2010-2011
Table 17: Champions of sustainability in the global mining industry by region: North America, Europe, Asia Pacific, rest of the world (% of all respondents), 2010-2011
Table 18: Champions of sustainability in the global mining industry by company turnover (% of all respondents), 2010-2011
Table 19: Mining company: level of implementation of sustainability practices in the global mining industry (% of mining company respondents), 2010-2011
Table 20: Metal manufacturer / processor: level of implementation of sustainability practices in the global mining industry (% of metal manufacturer / processor respondents), 2010-2011
Table 21: Level of implementation of sustainability practices in the global mining industry: (% of mining industry supplier respondents), 2010-2011
Table 22: Drivers of sustainability practices in the global mining industry: buyer vs. supplier comparison (all respondents), 2010-2011
Table 23: Drivers of sustainability practices in the global mining industry: mining company vs. metal manufacturer / processor vs. mining industry supplier (all respondents), 2010-2011
Table 24: Global mining industry: the importance of sustainability after recession (% of mining company respondents), 2010-2011
Table 25: Global mining industry: the importance of sustainability after recession (% of metal manufacturer / processor respondents), 2010-2011
Table 26: Mining industry supplier: the importance of sustainability in the global mining industry after recession (% of mining industry supplier respondents), 2010-2011
Table 27: Regional variations: global mining industry: the importance of sustainability after recession (% of all respondents), 2010-2011
Table 28: Variations by company turnover: global mining industry: the importance of sustainability after recession (% of all respondents), 2010-2011
Table 29: Global mining industry: senior level responses on the importance of sustainability after recession (% of CEO/MD/VP/SVP/HOD/Director level respondents), 2010-2011
Table 30: Global mining industry: post recession spending trends in sustainability: mining company vs. metal manufacturer / processor (% of all buyer respondents), 2010-2011
Table 31: Global mining industry: post recession spending trends in sustainability: mining company vs. metal manufacturer / processor: all 'increase' / all 'decrease' / all 'no change' responses (% of all buyer respondents), 2010-2011
Table 32: Global mining industry: post recession spending trends in sustainability: buyer vs. supplier comparison (% of all respondents), 2010-2011
Table 33: Regional variations in the global mining industry: post recession spending trends in sustainability (% of all respondents), 2010-2011
Table 34: Variations by company turnover in the global mining industry: post recession spending trends in sustainability (% of all respondents), 2010-2011
Table 35: Variations by employee size in the global mining industry: post recession spending trends in sustainability (% of all respondents), 2010-2011
Table 36: Post recession spending trends of companies who assign importance to sustainability after recession, global mining industry (% all respondents expecting increase in budget), 2010-2011
Table 37: Regional variations in the global mining industry: post recession spending trends of companies who assign importance to sustainability after recession (% all respondents expecting increase in budget), 2010-2011
Table 38: How sustainability initiatives have changed in the global mining industry (% of mining company respondents), 2010-2011
Table 39: How sustainability initiatives have changed in the global mining industry (% of metal manufacturer / processor respondents), 2010-2011
Table 40: Mining industry supplier: how sustainability initiatives have changed in the global mining industry (% of mining industry supplier respondents), 2010-2011
Table 41: How sustainability initiatives have changed in the global mining industry by companies assigning higher importance to sustainability after recession: ('in the process of implementing' and 'implemented' responses), 2010-2011
Table 42: Global mining industry: leading concerns in the effective implementation of sustainable practices: mining company vs. metal manufacturer / processor (% of all buyer respondents), 2010-2011
Table 43: Global mining industry: leading concerns in the effective implementation of sustainable practices: mining industry supplier (% of all respondents), 2010-2011
Table 44: Global mining industry: leading concerns in the effective implementation of sustainable practices: buyer vs. supplier comparison (% of all respondents), 2010-2011
Table 45: Global mining industry: leading concerns in the effective implementation of sustainable practices: regional variations (% of all respondents), 2010-2011
Table 46: Global mining industry: leading concerns in the effective implementation of sustainable practices: variations by company turnover(% of all respondents), 2010-2011
Table 47: How sustainability initiatives will impact future profitability in the global mining industry: mining company vs. metal manufacturer / processor (% of all buyer respondents), 2010- 2012
Table 48: How sustainability initiatives will impact future profitability in the global mining industry: mining company vs. metal manufacturer / processor Vs. mining industry supplier (% of all buyer and supplier respondents), 2010- 2012
Table 49: How sustainability initiatives will impact future profitability in the global mining industry: buyers vs. suppliers (% of all buyer respondents), 2010- 2012
Table 50: How sustainability initiatives will impact future profitability in the global mining industry: buyers vs. suppliers (% of all buyer respondents), 2010- 2012
Table 51: How sustainability initiatives will impact future profitability in the global mining industry by company turnover (% of all respondents), 2010-2012
Table 52: How sustainability initiatives will impact future profitability in the global mining industry: buyers vs. suppliers (% of all buyer respondents), 2010- 2012
Table 53: Mining company: forecast growth in customer demand for sustainability by country (mining company respondents), 2010-2012
Table 54: Metal manufacturer / processor: forecast growth in customer demand for sustainability by country (metal manufacturer / processor respondents), 2010-2012
Table 55: Mining industry supplier: forecast growth in customer demand for sustainability by country (mining industry supplier respondents), 2010-2012
Table 56: Predictions of customer spend on sustainability in the global mining industry (% of mining company respondents), 2010-2011
Table 57: Predictions of customer spend on sustainability in the global mining industry (% of metal manufacturer / processor respondents), 2010-2011
Table 58: Predictions of customer spend on sustainability in the global mining industry (% of mining industry supplier respondents), 2010-2011
Table 59: Predictions of customer spend on sustainability in the global mining industry by senior level respondents (% of CEO/MD/VP/SVP/HOD/director level respondents), 2010-2011
Table 60: Anticipated level of customer acceptance of green initiatives in the global mining industry: (% of all respondents), 2010-2011
Table 61: Buyer vs. supplier comparison: anticipated level of customer acceptance of green initiatives in the global mining industry (% of all respondents), 2010-2011
Table 62: Senior level respondents: anticipated level of customer acceptance of green initiatives in the global mining industry (% of CEO/MD/VP/SVP/HOD/director level respondents), 2010-2012
Table 63: Mining company: important attributes of sustainable development in the value chain, global mining industry (% of mining company respondents), 2010-2011
Table 64: Metal manufacturer / processor: important attributes of sustainable development in the value chain, global mining industry (% of metal manufacturer / processor respondents), 2010-2011
Table 65: Mining industry supplier: important attributes of sustainable development in the value chain, global mining industry (% of mining industry supplier respondents), 2010-2011
Table 66: Annual marketing budgets in US$ in the global mining industry (% all supplier respondents), 2010-2011
Table 67: Annual marketing budgets in US$ in the global mining industry by region (% all supplier respondents), 2010-2011
Table 68: Annual marketing budgets in US$ in the global mining industry by company turnover (% all supplier respondents), 2010-2011
Table 69: Earmarked budget for green marketing (% all supplier respondents), global mining industry, 2010-2011
Table 70: Variations by company turnover in green marketing budgets (% all supplier respondents), global mining industry, 2010-2011
Table 71: Variations in green marketing budgets by decision making authority (% all supplier respondents), global mining industry, 2010-2011
Table 72: Variations by companies which expect an increase in profitability by sustainability initiatives in green marketing budgets (% of all supplier respondents), global mining industry, 2010-2011
Table 73: Mining industry supplier: global mining industry: key promotional channels (% all supplier respondents), 2010-2011
Table 74: Green marketing vs. traditional marketing: global mining industry: (% all supplier respondents), 2010-2011
Table 75: Regional variations: green marketing vs. traditional marketing, global mining industry (% all supplier respondents), 2010-2011
Table 76: Company turnover variations: green marketing vs. traditional marketing, global mining industry (% all supplier respondents), 2010-2011
Table 77: Green marketing drivers: (% all supplier respondents), global mining industry, 2010-2011
Table 78: Regional variations: green marketing drivers (% all supplier respondents), global mining industry, 2010-2011
Table 79: Company turnover variations: green marketing drivers (% all supplier respondents), global mining industry, 2010-2011
Table 80: Employee size variations: green marketing drivers (% all supplier respondents), global mining industry, 2010-2011
Table 81: Variations by decision making authority: green marketing drivers (% all supplier respondents), global mining industry, 2010-2011
Table 82: Marketing green credentials (% all supplier respondents), global mining industry, 2010-2011
Table 83: Regional variations: green marketing drivers (% all supplier respondents), global mining industry, 2010-2011
Table 84: Company turnover variations: green marketing drivers (% all supplier respondents), global mining industry, 2010-2011
Table 85: Senior level respondents: green marketing drivers, global mining industry (% CEO/MD/VP/SVP/HOD/Director level respondents), 2010-2011
Table 86: Full survey results – closed questions

List of Figures
Figure 1: Mining company: perceptions of sustainability in the global mining industry (% of mining company respondents), 2010-2011
Figure 2: Metal manufacturer / processor: perceptions of sustainability in the global mining industry (% of metal manufacturer / processor respondents), 2010-2011
Figure 3: Perceptions of sustainability in the global mining industry: mining company vs. metal manufacturer / processor (% of buyer respondents), 2010-2011
Figure 4: Mining industry supplier: perceptions of sustainability in the global mining industry (% of mining industry supplier respondents), 2010-2011
Figure 5: Perceptions of sustainability in the global mining industry by company turnover (% of all respondents), 2010-2011
Figure 6: Regional variations: perceptions of sustainability in the global mining industry (% of all respondents), 2010-2011
Figure 7: Perceptions of sustainability in the global mining industry by senior level respondents (% of CEO/MD/VP/SVP/HOD/Director level respondents), 2010-2011
Figure 8: Champions of sustainability in the global mining industry: mining company vs. metal manufacturer / processor vs. mining industry supplier (% of all respondents), 2010-2011
Figure 9: Champions of sustainability in the global mining industry by region: North America, Europe, Asia Pacific, rest of the world (% of all respondents), 2010-2011
Figure 10: Champions of sustainability in the global mining industry by company turnover (% of all respondents), 2010-2011
Figure 11: Mining company: level of implementation of sustainability practices in the global mining industry (% of mining company respondents), 2010-2011
Figure 12: Metal manufacturer / processor: level of implementation of sustainability practices in the global mining industry (% of metal manufacturer / processor respondents), 2010-2011
Figure 13: Level of implementation of sustainability practices in the global mining industry: (% of mining industry supplier respondents), 2010-2011
Figure 14: Regional variations: level of implementation of sustainability practices in the global mining industry (% of 'in the process of implementing' and 'implemented' combined respondents), 2010-2011
Figure 15: Variations by company turnover: level of implementation of sustainability practices in the global mining industry (% of 'in the process of implementing' and 'implemented' respondents), 2010-2011
Figure 16: Drivers of sustainability practices in the global mining industry: difference in views, buyers vs. suppliers (net difference in ranking), global, 2010
Figure 17: Drivers of sustainability practices in the global mining industry: buyer vs. supplier comparison (all respondents), 2010-2011
Figure 18: Drivers of sustainability practices in the global mining industry: mining company vs. metal manufacturer / processor vs. mining industry supplier (all respondents), 2010-2011
Figure 19: Regional variations: high influence drivers of sustainability practices in the global mining industry (% of all high influence respondents), 2010-2011
Figure 20: Variations by company turnover: high influence drivers of sustainability practices in the global mining industry (% of all high influence respondents), 2010-2011
Figure 21: Global mining industry: the importance of sustainability after recession (% of mining company respondents), 2010-2011
Figure 22: Global mining industry: the importance of sustainability after recession (% of metal manufacturer / processor respondents), 2010-2011
Figure 23: Mining industry supplier: the importance of sustainability in the global mining industry after recession (% of mining industry supplier respondents), 2010-2011
Figure 24: Regional variations: global mining industry: the importance of sustainability after recession (% of all respondents), 2010-2011
Figure 25: Variations by company turnover: global mining industry: the importance of sustainability after recession (% of all respondents), 2010-2011
Figure 26: Global mining industry: post recession spending trends in sustainability: mining company vs. metal manufacturer / processor (% of all buyer respondents), 2010-2011
Figure 27: Global mining industry: post recession spending trends in sustainability: buyer vs. supplier comparison (% of all respondents), 2010-2011
Figure 28: Regional variations in the global mining industry: post recession spending trends in sustainability (% of all respondents), 2010-2011
Figure 29: Variations by company turnover in the global mining industry: post recession spending trends in sustainability (% of all respondents), 2010-2011
Figure 30: Variations by employee size in the global mining industry: post recession spending trends in sustainability (% of all respondents), 2010-2011
Figure 31: How sustainability initiatives have changed in the global mining industry (% of mining company respondents), 2010-2011
Figure 32: How sustainability initiatives have changed in the global mining industry (% of metal manufacturer / processor respondents), 2010-2011
Figure 33: Mining industry supplier: how sustainability initiatives have changed in the global mining industry (% of mining industry supplier respondents), 2010-2011
Figure 34: How sustainability initiatives have changed in the global mining industry by region: North America, Europe, Asia Pacific, rest of the world ('in the process of implementing' and 'implemented' responses combined), 2010-2011
Figure 35: How sustainability initiatives have changed in the global mining industry by company turnover: ('in the process of implementing' and 'implemented' responses combined), 2010-2011
Figure 36: Global mining industry: leading concerns in the effective implementation of sustainable practices: mining company vs. metal manufacturer / processor (% of all buyer respondents), 2010-2011
Figure 37: Global mining industry: leading concerns in the effective implementation of sustainable practices: mining industry supplier (% of all respondents), 2010-2011
Figure 38: Global mining industry: leading concerns in the effective implementation of sustainable practices: buyer vs. supplier comparison (% of all respondents), 2010-2011
Figure 39: Global mining industry: leading concerns in the effective implementation of sustainable practices: regional variations (% of all respondents), 2010-2011
Figure 40: Global mining industry: leading concerns in the effective implementation of sustainable practices: variations by company turnover(% of all respondents), 2010-2011
Figure 41: How sustainability initiatives will impact future profitability in the global mining industry: mining company vs. metal manufacturer / processor (% of all buyer respondents), 2010- 2012
Figure 42: How sustainability initiatives will impact future profitability in the global mining industry: buyers vs. suppliers (% of all buyer respondents), 2010- 2012
Figure 43: Mining company: forecast growth in customer demand for sustainability by country (mining company respondents), 2010-2012
Figure 44: Metal manufacturer / processor: forecast growth in customer demand for sustainability by country (metal manufacturer / processor respondents), 2010-2012
Figure 45: Mining industry supplier: forecast growth in customer demand for sustainability by country (mining industry supplier respondents), 2010-2012
Figure 46: Predictions of customer spend on sustainability in the global mining industry (% of mining company respondents), 2010-2011
Figure 47: Predictions of customer spend on sustainability in the global mining industry (% of metal manufacturer / processor respondents), 2010-2011
Figure 48: Predictions of customer spend on sustainability in the global mining industry (% of mining industry supplier respondents), 2010-2011
Figure 49: Predictions of customer spend on sustainability in the global mining industry by region (% of sum of 'a majority would be willing to pay more' and 'a majority would be willing to switch products and pay more' respondents), 2010-2011
Figure 50: Predictions of customer spend on sustainability in the global mining industry by company turnover (% of sum of 'a majority would be willing to pay more' and 'a majority would be willing to switch products and pay more' respondents), 2010-2011
Figure 51: Mining company: important attributes of sustainable development in the value chain, global mining industry (% of mining company respondents), 2010-2011
Figure 52: Metal manufacturer / processor: important attributes of sustainable development in the value chain, global mining industry (% of metal manufacturer / processor respondents), 2010-2011
Figure 53: Mining industry supplier: important attributes of sustainable development in the value chain, global mining industry (% of mining industry supplier respondents), 2010-2011
Figure 54: Regional variations: important attributes of sustainable development in the value chain, global mining industry: sum of 'very important' and 'important' combined (% of all respondents), 2010-2011
Figure 55: Variations by company turnover: important attributes of sustainable development in the value chain, global mining industry: sum of 'very important' and 'important' combined (% of all respondents), 2010-2011
Figure 56: Annual marketing budgets in US$ in the global mining industry (% all supplier respondents), 2010-2011
Figure 57: Annual marketing budgets in US$ in the global mining industry (% all supplier respondents), 2010-2011
Figure 58: Annual marketing budgets in US$ in the global mining industry by region (% all supplier respondents), 2010-2011
Figure 59: Annual marketing budgets in US$ in the global mining industry by company turnover (% all supplier respondents), 2010-2011
Figure 60: Earmarked budget for green marketing (% all supplier respondents), global mining industry, 2010-2011
Figure 61: Regional variations in green marketing budgets (% all supplier respondents), global mining industry, 2010-2011
Figure 62: Green marketing budget: variations by marketing budget (% all supplier respondents), global mining industry, 2010-2011
Figure 63: Mining industry supplier: global mining industry: key promotional channels (% all supplier respondents), 2010-2011
Figure 64: Regional variations: global mining industry: key promotional channels (% all supplier respondents), 2010-2011
Figure 65: Company turnover variations: key promotional channels (% all supplier respondents): global mining industry, 2010-2011
Figure 66: Variations by decision making authority: key promotional channels (% all supplier respondents): global mining industry, 2010-2011
Figure 67: Green marketing vs. traditional marketing: global mining industry: (% all supplier respondents), 2010-2011
Figure 68: Regional variations: green marketing vs. traditional marketing, global mining industry (% all supplier respondents), 2010-2011
Figure 69: Company turnover variations: green marketing vs. traditional marketing, global mining industry (% all supplier respondents), 2010-2011
Figure 70: Senior level respondents: green marketing vs. traditional marketing, global mining industry (% CEO/MD/VP/SVP/HOD/Director level respondents), 2010-2011
Figure 71: Green marketing drivers: (% all supplier respondents), global mining industry, 2010-2011
Figure 72: Regional variations: green marketing drivers (% all supplier respondents), global mining industry, 2010-2011
Figure 73: Company turnover variations: green marketing drivers (% all supplier respondents), global mining industry, 2010-2011
Figure 74: Employee size variations: green marketing drivers (% all supplier respondents), global mining industry, 2010-2011
Figure 75: Variations by decision making authority: green marketing drivers (% all supplier respondents), global mining industry, 2010-2011
Figure 76: Marketing green credentials (% all supplier respondents), global mining industry, 2010-2011
Figure 77: Regional variations: green marketing drivers (% all supplier respondents), global mining industry, 2010-2011
Figure 78: Company turnover variations: green marketing drivers (% all supplier respondents), global mining industry, 2010-2011

Question Who are the respondents of this report?
Answer The information in this report has been sourced from the surveyed opinions and expectations of senior industry professionals. During May and June 2010,research was conducted via an extensive online survey, which was completed by 289 senior global mining industry buyers and suppliers, including C-level personnel, directors, managers, technical and professional staff.

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