Ryan Mathews

Eco-Conscious Meets Cost-Conscious at P&G

March 17, 2010

FROM RETAILWIRE:
While Procter & Gamble's Future Friendly initiative aims to clear up the confusion around how to be eco-friendly, it is also designed to remove the perception of high prices that keeps consumers from buying green products. Will the Future Friendly initiative help bring conservation efforts to mainstream consumers?      [more...]

Ron is right--education is the key.

That said, the road to Hell is paved with good intentions. I recently completed an engagement with a customer that was justifiably proud of its work supporting recycling. The problem was that the support of recycling conflicted (from a business point of view) with their ability to fully support sustainability.

Suddenly, they were forced to chose (in a very literal sense) between two vendors--one with a recycled product and the other with a sustainable product. Sadly, it didn't make economic sense to try to support both of them.

Consumers face these same choices. Is less material really a quality one intuitively would like in a diaper?

Cost is a factor, but this is an issue that extends beyond pricing into how people look at the world.

The proof, as they say, will be in the sales--or lack of them.