Find Your Green

More and more, consumers are thinking about the well being of people and the planet when choosing products and services. In fact, a recent study by DeLoitte Consulting found that over half of consumers feel it is important to purchase eco-friendly products. In response to this sustainability mandate being issued by consumers, many companies are exploring opportunities to conduct business in a way that not only makes economic sense, but is also socially and environmentally responsible. Some companies, rather than radically reinventing their business to go green, are looking deeply at their existing products, services, operational infrastructure, partnerships, technological capabilities, etc. and finding opportunities to better meet this triple bottom line.

Case Study: Tide - Cold Water Wash

Tide found their green message not far from home with their Cold Water Wash line extension of laundry detergent. A long-time leader in its category, Tide has become known for its unparalleled efficacy. However it’s probably safe to say that nobody thinks of Tide as an eco-friendly product and frankly, even for the growing number of people today that are concerned with how their purchasing decisions impact the environment, there is a strong perception that “the hippy stuff doesn’t work”. Knowing this, it’s conceivable that the folks at Tide could feel immune from the need to go green, as long as they can maintain the perception that their product works far better than anything else. But because they’re savvy business people, they thought of a way to address the market’s growing concern for the environment without fundamentally changing their product. Tide chose not to venture into the natural cleaning category with products that are biodegradable and vegetable-based like Clorox did with their GreenWorks line (which, interestingly enough, according to Clorox, has become the #1 brand in natural cleaning just a year after its introduction). Instead, the folks at Tide took a different approach. They determined that heating the water takes 80-85% of the total energy required to wash clothing, so they came up with a variation of their detergent that is specially formulated to work in cold water with the efficacy that Tide is known for. In Tide’s case, they found a way of delivering a desirable product to increasingly green-minded consumers without veering too far from their comfort zone. The technology was there, they just did some innovative thinking to find the inherent green message within their current offering, in a way that didn’t compromise their brand or alienate their loyal customers.

Green Zippos?

Many companies may have similar opportunities that could be uncovered with a little imaginative thinking. Zippo lighters come to mind. On the surface, Zippo doesn’t seem like a green-minded company like Tom’s of Maine or Ben & Jerry’s. But as consumers attempt to shrink their eco-footprint, consider the tremendous value in a message stating that a well-made, affordable product could easily last you the rest of your life. Think of the impact that a message could have about the number of disposable lighters that go into landfill every year. And how long they take to decompose. And how many of them are floating around in the wretched, twice Texas-sized garbage patch in the Pacific Ocean. Zippo’s guarantee, for almost 75 years, has read, “It works or we fix it free”. In addition to being a quality, affordable product that’s built to last (something you hardly ever hear about anymore in our throw-away society) Zippo lighters are also made in the U.S.A., bringing a timely message into the fold regarding the need to create and maintain local jobs. With a little creative marketing, Zippo could realize a major revival for their brand without changing a thing about the product. The inherent green message is just sitting there, untapped.

So what’s your company’s green story? What unrealized, inherent qualities might be found in your products and services that will meet the growing demand for sustainability? As you’re contemplating this, consider the following:

• Think holistically; What are we making? How are we making it? How green are we? Who are we working with? etc.
• Know that every little bit counts. Even if a small aspect of your business is green, tell people - just be clear about it and don’t exaggerate.
• Be transparent, genuine, authentic and clear in your communications. Avoid “greenwashing” because it will likely harm your brand more than help it.
• Place social and environmental concerns on an equal level with economic concerns when innovating and challenge yourself to measure success against the triple bottom line.