Leader: Green is the colour of profitable marketing

June 8, 2007

Not so very long ago the only people on campus likely to care about environmentally friendly policies were hippies and a perhaps a few climatologists.

Now, as the first Green League table reveals, the environmental agenda sits at the heart of much of universities' strategic planning. And for good reason.

According to a survey published earlier this year, many prospective students take universities' track records on sustainability into account when choosing the institution at which they will study. So going green is a boon for marketing. Good news then for the likes of Leeds Metropolitan University, which tops the table compiled by People & Planet. One can only assume that the university's already strong track record for student recruitment will be further enhanced by strong green credentials.

At the other end of the table there may be scope for improvement. But it should be remembered that all universities are now taking sustainability seriously when it comes to issues such as building design and construction, recycling and transport - not to mention campus car-parking - policies.

And, as is the case in most other areas of life, academic research will inform and enhance the wider debate for sustainability.

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