Greener Products: The Making and Marketing of Sustainable Brands

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Features

  • Combines green design and green marketing in one book
  • Contains important case studies of green design and marketing from leading companies
  • Explains how to connect greener product improvements with marketing greener attributes of the product
  • Presents a sustainability toolbox that includes systems, programs, and tools such as life-cycle assessment and ISO standards
  • Provides market insights on customer demand for greener products and best practices for green marketing
  • Features a Foreword written by Joel Makower, executive editor of GreenBiz.com

Summary

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™), 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 Ahead

See what Al Iannuzzi has to say about making and marketing greener products in an interview at Greenbiz.com.

Table of Contents

THE CASE FOR GREENER PRODUCTS

Introduction
Things Will Never Be the Same
What Caused This Shift?
Constant Pressures on the Environment
Mainstreaming of Greener Products
Why the Focus on Greener Products?
Things Will Never Be the Same
References

Market Drivers for Greener Products
Consumer Demand for Greener Products
Retailers’ Demand
B2B Purchasing
Eco-Innovation as a Value Driver
Running an Eco-Innovation Session
Product Rating Systems
Socially Responsible Investment
Green Public Procurement
Conclusion
References

Regulatory Drivers for Greener Products
A New Set of Rules
Packaging Regulations
Restriction on the Use of Chemicals and Notifications
Extended Producer Responsibility
Supply Chain Issues
Company Management Systems for Product Regulations
Emerging Issues
Emerging Issues Process
Examples of Emerging Issues
Discussing Emerging Issues Publicly
Conclusion
References

MAKING GREENER PRODUCTS

Greener Products Design Examples

Ecomagination™
Timberland’s Green Index®
SC Johnson GreenList™
Clorox Green Works®
Philips®
Samsung Electronics
Apple® Inc.
Seventh Generation
Method
Procter & Gamble
Unilever
DuPont®
BASF
Johnson & Johnson
Common Practices among Leaders
References

Framework for Developing Greener Products (James A. Fava)
Setting the Stage: Identifying Trade-Offs and Opportunities
A Sustainability Toolbox Exists
Useful Standards Are Available
Final Thoughts
Conclusions
References

GREEN MARKETING

Consumer Interest in Green Purchases Is Growing (Lee Ann Head, Karen Barnes, and Suzanne Shelton)
Introduction to the Chapter
The Mainstreaming of Green
Green Purchase Drivers Differ by Product Category
Green Habits Are Also Increasing
So, Who’s Buying Green?
Summary and Conclusions
References

Green Marketing
The Case for Green Marketing
Consumer Demand
Business-to-Business Demand
Examples of Green Marketing
B2C Green Marketing Examples
Communicating Green Attributes Important to the Customer
B2B Green Marketing Examples
Key Elements of Effective Green Marketing
References

Aspects of Green Marketing
Greenwashing
Regulatory Standards for Green Marketing
Cause Marketing
Eco-Labels
References

Best Practices and Conclusions
The Greener Product Imperative
Best Practices for Making Greener Products
Best Practices for Green Marketing
Conclusions
References

Index

Author Bio(s)

Editorial Reviews

Creating a sustainable society will depend in large part on reducing the environmental impacts of making, distributing and using products and of disposing of them at the end of their useful life. Every product company that hopes to have a role in our future is going to have figure out how to do this. They now have an excellent guide in a new book called Greener Products: The Making and Marketing of Sustainable Brands, by Al Iannuzzi. ... The book is distinguished by its comprehensive scope, which ranges from the drivers of green product development, to the methods for developing greener products, through advice for marketing those products effectively. ... for those new to this topic, or any marketer, product developer, consultant or product-company executive who wants an efficient way of getting a comprehensive overview of this field, which is becoming a pillar of successful business, this book is a valuable resource.
—David Schatsky, Sustainable Brands, Jan 2012

"The book is distinguished by its comprehensive scope, which ranges from the drivers of green product development, to the methods for developing greener products, through advice for marketing those products effectively."
—Green Research

Al Iannuzzi is the Senior Director of Product Stewardship and Green Marketing at J&J, and has been the chief architect of the company’s efforts to design greener products. Now he has published a book that shares his accumulated wisdom, and is relevant to all manufacturing industries. ... Using clear, everyday language, the book describes the emerging market and regulatory forces that are driving companies toward development of green products. ... Overall, the book makes a persuasive case that the making and marketing of greener products is a business imperative, and it will be a valuable addition to any manager’s bookshelf.
—Joseph Fiksel, Center for Resilience at the Ohio State University, author of Design for Environment

Al Iannuzzi offers a detailed and persuasive case for incorporating sustainability into your business model. ... his writing is firmly situated in the language of business — making it a useful resource for both business leaders and students ... Taking this kind of pragmatic, open approach to sustainable business offers an entry point for leaders who are new to sustainability and exploring different pathways to it. ... Iannuzzi’s discussion on emerging issues was especially useful. ... Whether new to the field or seeking ideas for further improvement, Iannuzzi’s work is both highly informative and accessible — and will no doubt prove to be a useful resource for anyone interested in sustainable business practices.
—Jacquelyn Ottman, J. Ottman Consulting, on greenmarketing.com/blog

With Greener Products, Al Iannuzzi has taken a crucial next step in sustainability, spotlighting best practices, offering a clear-headed look at the business case, and identifying the forces that will matter for the next decade.
—Daniel Goleman, author of Ecological Intelligence

Green is the new black. To say this differently, sustainable products increasingly stand out in the marketplace, translating into faster sales, greater profitability, and deeper brand loyalty. Iannuzzi and his co-authors show the way to this future.
—Dan Esty, Hillhouse Professor, Yale University, and co-author of Green to Gold

The pressures on companies to ‘go green’ and be more sustainable are real and growing. But it's now more than just greening operations; it's also about creating more sustainable products and services. We'll need companies to take this mission seriously, and Al Iannuzzi from J&J does. It's refreshing to see an executive at a leading consumer products company take a larger view of sustainability and advocate for the benefits of greener products.
—Andrew Winston, author of Green Recovery and co-author of Green to Gold

It’s people like Al Iannuzzi who get me out of bed each day. That may sound a bit flip or hyperbolic, but it’s true: I am excited and energized by the environmental professionals at some of the world’s largest brands who have devoted their careers to helping their companies align environmental responsibility with business success. In Al’s case, this has been a three-decade-long quest, one that has contributed mightily to placing his employer, Johnson & Johnson, consistently among the world’s most admired companies.
—From the Foreword by Joel Makower, Executive Editor, GreenBiz.com, and author of Strategies for the Green Economy

As the head of product stewardship at J&J Al Iannuzzi is in a unique position to provide insights into what it takes for multinational companies to develop and market the greener products that today’s mainstream consumers seek. Especially effective are the in-depth case examples of greener products.
—Jacquelyn Ottman, green marketing expert and author of The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding

A myriad of regulatory, market, and consumer pressures are driving product manufacturers and retailers towards safer products. While many business texts have focused on business sustainability from a case based or theoretical level, none has offered insights on the drivers for safer chemicals and products and the lessons learned from leading firms. With years of on-the-ground experience in industry Al Iannuzzi builds a compelling case for safer products and provides examples from leaders in the field. His vision combined with practical lessons learned provides critical insights for business leaders and students of chemistry, design, health and safety and management.
—Joel Tickner, Director Chemicals Science and Policy Initiative and Director Green Chemistry and Commerce Council, Lowell Center for Sustainable Production, University of Massachusetts Lowell

Excellent book! Sheds new and important light on the business case for why companies must provide greener and more sustainable products, as well as best practices for marketing greener products. Al Iannuzzi’s book will be of interest to corporations that desire to present new insights on how best to make greener products and for those of us in higher education, who seek to prepare the next generation of business leadership on now to make and market sustainable brands as part of a comprehensive strategy to achieve competitive advantage.
—Robert L. Lattimer, Senior Fellow, Diversity Studies, John J. Heldrich Center for Workforce Development, Rutgers University
Chair, Board of Directors, American Society for Competitiveness (ASC)

As sustainability becomes more deeply embedded in business planning and operations, there is a growing need for improved methods, best practices and tools to deliver higher levels of performance and value. The realization is setting in that global companies must take greater ownership of their value chains. Such ownership opens the door for transformational leadership and innovation that can increasingly structure the benefits of more sustainable products into the value proposition offered to customers. Sustainable products will rise or fall depending on their ability to achieve market scale, and the authors have provided a highly valuable and timely synthesis for how to effectively manage the transition towards the making and marketing of sustainable brands.
—Terry F. Yosie, President and CEO, World Environment Center, Washington, D.C.

Greener Products is an excellent resource for anyone interested in gaining business value from eco-improved products. The numerous best practices and case studies give relevant design and marketing strategies that will benefit any business interested in bringing greener products to market. Students and practitioners will learn about the latest tools and techniques used by leading companies to make sustainable products and they will benefit from analysis of market trend data and learn about the best methods for communicating the benefits of sustainable brands. This is the only book I am aware of that combines both the concept of sustainable design and green marketing.
—Marc J. Epstein, Distinguished Research Professor of Management, Jesse H. Jones Graduate School of Business, Rice University, Houston, Texas

Al has put together a comprehensive resource covering all aspects of the greening of the marketplace, why green products are important and will grow in importance, how to implement green product development, and how to market the results. The use of case studies summarizing real-world examples allows a comprehensive look into the current best practices. This book will be valuable to anyone seeking to understand the complexities of creating and selling more sustainable products. Great examples and practical commentary.
—Pat Meyer, Senior Product Steward–Plastics, BASF Corporation, Wyandotte, Michigan

Much of the focus of the sustainability debate to date has been on production systems. Better factories, better farms, better logistics, better raw material sourcing. All in their own right vitally important building blocks of a sustainable economy. What the authors do though so persuasively is to remind us that sustainability is as much a challenge of consumption as it is of production. They lay out clearly the business strategies for making sustainability a product and consumer led mission, looking at businesses in the way they look at themselves.
—Mike Barry, Head of Sustainable Business, Marks & Spencer

Greener Products presents a powerful argument for innovative solutions that deliver environmental benefits and market results. The use of real-life examples drawn from experience across multiple industry sectors enables organizations like ours to benchmark against other leading companies. Anyone with ‘sustainability’ in their title is fortunate that Al Iannuzzi has willingly shared the insights and wisdom collected over a long career with all of us.
—David V. Spitzley, Product Sustainability Manager, Kimberly-Clark

The New England Board of Higher Education endorses Greener Products: The Making and Marketing of Sustainable Brands, written by Iannuzzi, because it will be a significant asset for use in science, engineering and business classrooms not only in New England but across the country and beyond. If we are going to be successful in protecting our finite natural resources and environment, by developing new and improved greener products, students will need to be educated about the best practices and challenges before us. This book will be an excellent resource.
—Fenna D. Hanes, Sr. Director of Professional & Resource Development, New England Board of Higher Education (NEBHE)

Greener Products provides a very readable overview of the diverse issues associated with greener product development and marketing. Of note is the excellent compendium of examples of how companies are approaching product sustainability and sustainable innovation. Al's insight into tackling the 'how to do' issues associated with organisational implementation backed by a range of cases from industry is particularly useful. Greener Products would be an excellent addition to any business sustainability practitioner’s or student’s bookshelf.
—Martin Charter, Director, The Centre for Sustainable Design, UCA, UK

This book is a great introduction to the complexities of the green economy. Whether you are just beginning to design, build, market, or buy greener products and services, you need to read this book.
—Scot Case, co-author of the Sins of Greenwashing report

We’ve come a long way since the days when ‘green products’ meant higher cost, less functional offerings intended to ‘guilt trip’ you into buying them. Al Iannuzzi takes his many years of corporate experience and shows how to make green products part of the company’s DNA through innovation in product design, new product development, marketing, and ultimately, brand building.
—Stuart L. Hart, Cornell University, author of Capitalism at the Crossroads

This book is well aligned with the STEM PBL [Science, Technology, Engineering, Math Problem Based Learning] project that is designed to engage students in STEM disciplines with a focus on sustainable technologies.
STEM PBL News, Spring 2012, Issue 4

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