Greener products : the making and marketing of sustainable brands

As the global demand for natural and organic products continues to grow, making and marketing greener products is becoming an imperative. The old stereotype of green products’ sub-par performance has been shattered as large multinational corporations prove that you can develop and win in the marketplace with a naturals-based product platform. And the pull for sustainably minded products is not limited to consumer marketing—business-to-business marketing of greener products has also increased due to customer demand from all business sectors. The Case for Greener Products Making a compelling business case for why companies must provide greener, more sustainable products, Greener Products: The Making and Marketing of Sustainable Brands shares best practices for the design and marketing of greener products. The book examines ecosystem and regulatory pressures as well as market pressures from customers—consumers, business customers, and government purchasers—who have created a demand on manufacturers to bring more sustainable brands to market. How Are Greener Products Made? Through case studies of green design from companies such as GE (EcomaginationTM), Timberland (Green Index®), Philips, Apple Inc., Seventh Generation, Procter & Gamble, BASF, and others, the author explores initiatives in areas ranging from product design, sustainable sourcing, and packaging to energy efficiency, recycling, and end-of-life management. A contribution from guest author James A. Fava, one of the leading thinkers and practitioners in developing greener products, presents a toolbox of environmental management systems, programs, and tools for the development of greener products. Three Keys to Successful Green Marketing Campaigns Providing the backbone for the author’s analysis of green marketing, a contribution from guest authors Lee Ann Head, Karen Barnes, and Suzanne Shelton of the Shelton Group analyzes market trend data and helps marketers understand their customers and what moves them. The author then looks more closely at drivers for green marketing, outlining three keys for successful green marketing campaigns and using them to evaluate the approaches of several leading companies. He also offers advice on how to avoid "greenwashing," create successful cause-marketing partnerships, and use eco-labels wisely. Throughout the book, the author shares best practices and lessons learned from leaders in the field across various industry sectors. Written by the senior director of product stewardship for Johnson & Johnson, this timely book offers real-world experience, valuable insights, and practical tools for the effective design and marketing of greener products. The Best Days of Green Marketing Are Still AheadSee what Al Iannuzzi has to say about making and marketing greener products in an interview at Greenbiz.com. b11276-1......Page 1 Contents......Page 5 Foreword......Page 11 Preface......Page 13 Acknowledgments......Page 17 The Case for Greener Products......Page 19 Things Will Never Be the Same......Page 21 Constant Pressures on the Environment......Page 22 Mainstreaming of Greener Products......Page 24 Why the Focus on Greener Products?......Page 25 References......Page 27 Consumer Demand for Greener Products......Page 29 Retailers’ Demand......Page 30 B2B Purchasing......Page 35 Eco-innovation as a Value Driver......Page 36 Running an Eco-Innovation Session......Page 37 Product Rating Systems......Page 38 Socially Responsible Investment......Page 41 Green Public Procurement......Page 42 References......Page 44 A New Set of Rules......Page 47 Packaging Regulations......Page 48 Restriction on the Use of Chemicals and Notifications......Page 50 Extended Producer Responsibility......Page 53 Supply Chain Issues......Page 55 Company Management Systems for Product Regulations......Page 56 Emerging Issues......Page 57 Emerging Issues Process......Page 59 Examples of Emerging Issues......Page 60 Conclusion......Page 62 References......Page 63 Making Greener Products......Page 65 EcomaginationTM......Page 67 Timberland’s Green Index®......Page 70 SC Johnson GreenListTM......Page 73 Clorox Green Works®......Page 76 Philips®......Page 79 Samsung Electronics......Page 81 Apple® Inc.......Page 85 Seventh Generation......Page 90 Method......Page 94 Proctor & Gamble......Page 98 Unilever......Page 101 DuPont®......Page 105 BASF......Page 108 Johnson & Johnson......Page 112 Common Practices among Leaders......Page 118 References......Page 119 Setting the Stage: Identifying Tradeoffs and Opportunities......Page 123 A Sustainability Toolbox Exists......Page 124 Useful Standards Are Available......Page 133 Final Thoughts......Page 140 Conclusions......Page 143 References......Page 145 Green Marketing......Page 147 Introduction to the Chapter......Page 149 The Mainstreaming of Green......Page 150 Green Purchase Drivers Differ by Product Category......Page 151 So, Who’s Buying Green?......Page 152 Summary and Conclusions......Page 162 Reference......Page 164 Consumer Demand......Page 165 Business-to-Business Demand......Page 167 Examples of Green Marketing......Page 169 B2C Green Marketing Examples......Page 170 Communicating Green Attributes Important to the Customer......Page 172 B2B Green Marketing Examples......Page 176 Key Elements of Effective Green Marketing......Page 182 References......Page 183 Greenwashing......Page 185 Regulatory Standards for Green Marketing......Page 189 Cause Marketing......Page 194 Eco-Labels......Page 197 References......Page 199 The Greener Product Imperative......Page 201 Best Practices for Making Greener Products......Page 203 Best Practices for Green Marketing......Page 205 Conclusions......Page 208 References......Page 209 As the global demand for natural and organic products continues to grow, making and marketing greener products is becoming an imperative. The old stereotype of green products sub-par performance has been shattered as large multinational corporations prove that you can develop and win in the marketplace with a naturals-based product platform. And the pull for sustainably minded products is not limited to consumer marketingbusiness-to-business marketing of greener products has also increased due to customer demand from all business sectors. The Case for Greener Products Making a compelling business case for why companies must provide greener, more sustainable products, Greener The Making and Marketing of Sustainable Brands shares best practices for the design and marketing of greener products. The book examines ecosystem and regulatory pressures as well as market pressures from customersconsumers, business customers, and government purchaserswho have created a demand on manufacturers to bring more sustainable brands to market. How Are Greener Products Made? Through case studies of green design from companies such as GE (Ecomagination), Timberland (Green Index ) , Philips, Apple Inc., Seventh Generation, Procter & Gamble, BASF, and others, the author explores initiatives in areas ranging from product design, sustainable sourcing, and packaging to energy efficiency, recycling, and end-of-life management. A contribution from guest author James A. Fava, one of the leading thinkers and practitioners in developing greener products, presents a toolbox of environmental management systems, programs, and tools for the development of greener products. Three Keys to Successful Green Marketing Campaigns Providing the backbone for the authors analysis of green marketing, a contribution from guest authors Lee Ann Head, Karen Barnes, and Suzanne Shelton of the Shelton Group analyzes market trend data and helps marketers understand their customers and what moves them. The author then looks more closely at drivers for green marketing, outlining three keys for successful green marketing campaigns and using them to evaluate the approaches of several leading companies. He also offers advice on how to avoid "greenwashing," create successful cause-marketing partnerships, and use eco-labels wisely. Throughout the book, the author shares best practices and lessons learned from leaders in the field across various industry sectors. Written by the senior director of product stewardship for Johnson & Johnson, this timely book offers real-world experience, valuable insights, and practical tools for the effective design and marketing of greener products. The Best Days of Green Marketing Are Still Ahead See what Al Iannuzzi has to say about making and marketing greener products in an interview at Greenbiz.com. b11276-1 1 Contents 5 Foreword 11 Preface 13 Acknowledgments 17 b11276-2 19 The Case for Greener Products 19 b11276-3 21 Things Will Never Be the Same 21 What Caused This Shift? 22 Constant Pressures on the Environment 22 Mainstreaming of Greener Products 24 Why the Focus on Greener Products? 25 Things Will Never Be the Same 27 References 27 b11276-4 29 Consumer Demand for Greener Products 29 Retailers’ Demand 30 B2B Purchasing 35 Eco-innovation as a Value Driver 36 Running an Eco-Innovation Session 37 Product Rating Systems 38 Socially Responsible Investment 41 Green Public Procurement 42 Conclusion 44 References 44 b11276-5 47 A New Set of Rules 47 Packaging Regulations 48 Restriction on the Use of Chemicals and Notifications 50 Extended Producer Responsibility 53 Supply Chain Issues 55 Company Management Systems for Product Regulations 56 Emerging Issues 57 Emerging Issues Process 59 Examples of Emerging Issues 60 Discussing Emerging Issues Publicly 62 Conclusion 62 References 63 b11276-6 65 Making Greener Products 65 b11276-7 67 EcomaginationTM 67 Timberland’s Green Index® 70 SC Johnson GreenListTM 73 Clorox Green Works® 76 Philips® 79 Samsung Electronics 81 Apple® Inc. 85 Seventh Generation 90 Method 94 Proctor & Gamble 98 Unilever 101 DuPont® 105 BASF 108 Johnson & Johnson 112 Common Practices among Leaders 118 References 119 b11276-8 123 Setting the Stage: Identifying Tradeoffs and Opportunities 123 A Sustainability Toolbox Exists 124 Useful Standards Are Available 133 Final Thoughts 140 Conclusions 143 References 145 b11276-9 147 Green Marketing 147 b11276-10 149 Introduction to the Chapter 149 The Mainstreaming of Green 150 Green Purchase Drivers Differ by Product Category 151 Green Habits Are Also Increasing 152 So, Who’s Buying Green? 152 Summary and Conclusions 162 Reference 164 b11276-11 165 The Case for Green Marketing 165 Consumer Demand 165 Business-to-Business Demand 167 Examples of Green Marketing 169 B2C Green Marketing Examples 170 Communicating Green Attributes Important to the Customer 172 B2B Green Marketing Examples 176 Key Elements of Effective Green Marketing 182 References 183 b11276-12 185 Greenwashing 185 Regulatory Standards for Green Marketing 189 Cause Marketing 194 Eco-Labels 197 References 199 b11276-13 201 The Greener Product Imperative 201 Best Practices for Making Greener Products 203 Best Practices for Green Marketing 205 Conclusions 208 References 209 "As the global demand for natural and organic products continues to grow, making and marketing greener products is becoming an imperative. The old stereotype of green products' sub-par performance has been shattered as large multinational corporations prove that you can develop and win in the marketplace with a naturals-based product platform. And the pull for sustainably minded products is not limited to consumer marketing--business-to-business marketing of greener products has also increased due to customer demand from all business sectors. The Case for Greener Products Making a compelling business case for why companies must provide greener, more sustainable products, Greener Products: The Making and Marketing of Sustainable Brands shares best practices for the design and marketing of greener products. The book examines ecosystem and regulatory pressures as well as market pressures from customers--consumers, business customers, and government purchasers--who have created a demand on manufacturers to bring more sustainable brands to market. How Are Greener Products Made?Through case studies of green design from companies such as GE (Ecomagination(t)), Timberland (Green Index(R)), Philips, Apple Inc., Seventh Generation, Procter."--Publishers description This work discusses how to tie in green improvements to appropriate marketing in order to reach customers in the marketplace. This author gives specific advice on how to think about product (and service) design from an environmental perspective