Leverage sustainability to reach new customers

- It used to be that consumers simply expected products to work well, be sold in a nearby store or catalog, and have a familiar brand name, and be affordable, the rules have changed. Today, meeting consumers heightened needs and expectations is a challenging task. Companies not only have to sustain their business with quality, performance, price, and convenience, but manage with low environmental and social impacts. With green awareness now becoming mainstream, store shelves and Internet pages are beginning to burst with messages about the environmental performance of various products, but marketing businesses, products, or even buildings as green or sustainable, can be tricky. It can be argued that there is no such thing as a truly green product, because every product, no matter how thoughtfully designed uses resources and creates waste. Hybrid cars, for example, have excellent mileage ratings but their batteries contain significant sources of hazardous waste. If you have a desire to market a product or service with green or sustainable attributes, make sure that those attributes are real and verifiable, and don't overplay your hand when communicating the sustainability of the product or service. Let's look at examples of two successful product efforts with a focus on sustainability. One, focused on improving an existing product line, the other focused on building a new product line with sustainability as the key differentiator. Several years ago, Proctor and Gamble conducted new research finding strong consumer interest in goods that are offer both environmental and economic benefits. Consequently, the company announced plans to convert its laundry detergents to a fully concentrated formula designed to reduce detergent waste and save energy and water. Tied to the reformulation, was a communication strategy targeted to millions of U.S. households with information on how P&G detergent products, such as Tide Coldwater liquid laundry detergent, saved water, energy, and waste. Importantly, the focus was on emphasizing the trusted nature of the brand Tide, while adding more benefit through reduced energy and water use. It's an example of leveraging an already strong brand along with additional sustainability attributes. What about designing a brand new green product? That's exactly what P&G competitor Clorox did with their Green Works line. In their own research, Clorox heard from their customers that there was a strong preference for products that clean powerfully without using harsh chemicals or creating potent fumes or harmful residue. Clorox focused on developing new formulas that were naturally derived, affordable, and cleaned very effectively. Made with plant and mineral-based cleaning ingredients from biodegradable inputs, the products would not be tested on animals, and would use environmentally sustainable packaging whenever possible. Very importantly, the Green Works product line carries a third party endorsement from the EPA's Design for the Environment program. Design for the Environment is an environmental protection agency partnership program that's designed to promote green chemistry and protect the health of people and the environment. Their logo is prominent on all Green Works product and delivers an endorsement that Clorox leverages to substantiate the green claims of the product line. This is much more powerful than if Clorox simply marketed their Green Works line as sustainable because Clorox said so. Remember that verification to an established third party standard is essential if you want to make product claims that differentiate your product or brand as green or sustainable. Sustainable products have moved into the mainstream and are becoming the go-to choice for many consumers. Whether you're looking to improve one of your core products or introducing a brand new product to the market, thoughtfully improving and enhancing your offering with sustainable attributes is bound to please customers.