Greener products are now available within every industry and are a part of our everyday lives. But they didn’t get to be so ubiquitous just because they are better for the planet. Whether they were promoted as such or not, sales of green products grew because they were appreciated by a growing chorus of consumers for the value they provide—expressed as safety, comfort, good taste, or simply convenience.
Despite some lingering misperceptions that “green products don’t work as well” (leftover from the days when the natural laundry detergents left the clothes dingy), many of today’s green products actually work better than the alternatives they are designed to replace. Indeed, thanks to advances in technology and design, green is now becoming synonymous with quality, and can often command premiums because of it. Consider that a compact fluorescent light bulbs not only save money, they are more convenient since the bulbs don’t have to be replaced as often. “Organic” is the new gourmet. Drivers line up to buy a Prius with its quieter ride and fewer fill-ups.
Sensing the opportunity, many green products are now promoted with messages that lead “beyond green” and underscore such primary benefits as health, superior performance, good taste, cost effectiveness or convenience. Tide Cold Water for instance, underscores how much money consumers can save on energy bills. Similarly, the Energy Star label grew to be the most recognized eco-label because consumers made the connection between energy efficiency and saving money. AFM claims their Safecoat brand is ‘The only paint that is doctor recommended.’ The Toyota Prius was launched on the premise of a quieter ride, and later when gas prices spiked, stressed superior gas mileage.
