How to Avoid Being Greenwashed

How to Avoid Being Greenwashed

Going green is more than just a fad. This has become a way of life for many people, and they are taking steps to reduce energy consumption, save fresh water, and recycle paper, plastic, and glass items. The focus on green living does not escape the attention of companies, both large and small. Businesses of all types are looking for ways to promote their products and services as “green” and “environmentally friendly.”

Some of these designations have substance behind it. For example, equipment and products such as light bulbs that get EnergyStar designation meet energy efficiency standards validated by the Environmental Protection Agency (EPA). Replacing an older refrigerator, freezer or washing machine with a newer EnergyStar is a smart move, saving you significant electricity over the life of the appliance.

Claims of other environmentally friendly products are less reliable and their value is more difficult to assess. Some of these green claims may actually be questionable validity. How do you rate cleaning products by marking “green” or “nature-friendly”? Many of these products only have green packaging. What about food products that are claimed to be natural? Taste is a good example of how consumers can be misled by claims of naturalness. Take fruit juices labeled “grape juice” containing grape juice, natural grape flavors, and other natural flavors. What exactly is that natural taste, and what is it? Such products can contain apple juice, other fruit extracts, and sweeteners such as high fructose corn syrup. All of these things are “natural” …

Going Green and Niching – How Product Managers Survive Decline

Going Green and Niching - How Product Managers Survive Decline

The economic downturn doesn’t last forever, but the boy-oh-boy was hurt when they happened! I am not sure about your product, but my customers who have consulted with me are all trying to find ways to make their products easier for their customers to buy. Are you interested in a few tips on how to do this?

Green Power

We all know that all other things being equal, most customers will choose products that are environmentally friendly (“green products”) than others. Product managers are currently looking for ways to make their products greener to increase sales during difficult economic times.

I believe this all seems very basic to you; However, the real trick for a product manager is exactly HOW you do this. It turns out that there are three things you need to do for your product:

Offer a Broader Range of Green Services: If you suddenly appear and offer one product that you call green, your potential customers might not believe that you are sincere. However, if you add green services to several products simultaneously, then your entire product line will start to look green & feel.

Sharpen Your Message: This is a job that is perfect for product managers. Order your product needs to be “tweaked” so that you work the green component into all of your product communications. No message will convey your message; however, hearing it over and over will make your potential customers believe in your “greenery”.

Find a niche, fill a niche

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