P&G Targets Green Consumer
Procter and Gamble is launching a massive effort to market a new line of “greener” products to the US in this upcoming year. They are currently running a similar campaign in the UK that has been a success. Glenn Williams a P&G official had this to say about their new campaign:
We are targeting the mainstream consumer – rather than the ‘environmental’ consumer – who does not want to give up on the brands that they like, but wants to use them in a sustainable way.
The company plans to spend a total of $50 billion on developing and marking new sustainable products for this campaign.
I know what your already thinking, how could P&G possibly have products that are any more “green” than the current line of products they currently have? Well, the goal is to have products that must have less than 10% of an impact on the environment than the non-green versions.
This campaign seems like what so many other major companies are doing. Putting on the facade to make it it seem like they are putting lots of effort into making their products more green. Making their products slightly more environmentally friendly is not going to change anything but help their . Thinking about some of the products P&G carry, Charmin, Bounty and Pampers just to name a few. Not only are all these products are not made from recycled materials, but all from virgin paper that is causing the destruction of old forests that absorb tons of carbon dioxide every year.
It’s great to see companies want to make their products more environmentally friendly, but don’t do it just to make the claim that your product is green. It’s pretty evident just from their statement above that they only want to do enough to generate more sales from the average consumer. If P&G really wanted to make a difference, they would begin to make all their paper products with recycled materials and natural products that actually make a difference.
Comments
nice iformative post , i’m digging it.
I think it’s interesting that they consider the mainstream consumer and the environmental consumer to be two distinct groups. The gap between them is getting smaller everyday
I agree that too many companies are putting on this facade. It is the in-thing right now to be eco friendly. So companies are jumping on the bandwagon even if they have no intention of really helping the environment. Usually these companies are just trying to make a bigger profit by creating some positive PR.
Agreed. Most people now realize that some drastic changes need to be made to the way we live.
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