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ERM? The Direct Marketing Association is hoping that it will become the new must-know acronym in the burgeoning green market. It stands for environmentally responsible marketer, and the association just kicked off its ERM certificate program: "The Career Accreditation That Can Change Marketing."
Here are some of the benefits of going through the 11 courses to become ERM-certified:
1. If sustainability is part of your company's business strategy, keeping up with the environmental and sustainability trends is important to the future of that company, or greening the marketing process simply matters to you as a marketer and human being, then the DMA says the ERM certificate is the right way to go.
2. Learn how to improve your firm's triple bottom line (economic, social and environmental; or profit, people and planet). This perspective never has been taken more seriously than today, especially during rocky economic times and with more stakeholders demanding that companies be run more responsibly—fiscally, socially, environmentally and ethically.
3. If there's one definite area of growth in marketing, it's in the green direction. Becoming ERM-certified can build a résumé and teach marketers to better develop and carry out marketing strategies that deliver results in each part of the triple bottom line. Examples include improving your company's carbon footprint, brand image and value; saving your company considerable expense by eliminating waste and reusing materials; being more responsible to stakeholders; and getting ahead of any potential environmental regulation and consumer criticism.
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