ABSTRACT
This chapter examines the emergence of the greener employee, and considers some of the implications for organisational change. It analyzes demographic trends, coupled with the increase in environmental education among younger people. Environmental awareness and concern is growing among managers and employees, notably within younger groups, and this is leading to the emergence of corporate environmentalists at all levels in the organisation. Environmental awareness is increasing in schools throughout Europe. Corporate environmental policies should come from the top, and a number of companies worldwide are introducing positive initiatives aimed at increasing awareness among employees. A number of US companies have created 'ecology circles' as an extension of quality circles to discuss green issues among employees. An integral part of Greener Marketing is to remember that 'people are the business' and employees have to implement change. Managers and employees will need to develop different skills, knowledge and attitudes in order to implement environmental responsibility.
