Companies and organziations are increasingly feeling the pressure to be green. Those that are seen as green are taking it upon themselves to flaunt their environemental credentials. This is supported by Matt Franks, director at Eco Incentives who reported in an interview with Marketing magazine that environmental considerations are part of every decision a brand manager makes in order to show case their green credentials.

Reportedly, "They [brand managers] are finding themselves having to respond at every level, from the top in terms of corporate mission and positioning, right through to the products they give away as part of their promotional and direct campaigns," he explained.

It is imperative that companies do not waste resources. One way to ensure the limited waste of resources is to have accurate data. By improving data quality, companies reduce the amount of information that is sent to incorrect individuals or wrong addresses. Waste is limited.

So, in a time of scrutiny about being green, companies need to focus on data quality to improve their green efforts as well as maintain their green image.

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