waste. But many people don’t want the inconvenience. We want
to crack the code and figure out what it would take to make con-
centrated refills an accepted—even demanded—choice.”
It may not be all that innovative, but P&G has captured the
popular scent from one of its laundry brands in new Mr. Clean
Multi-Surfaces Spray Cleaner with Gain Scent. The 32oz all-pur-
pose cleaner removes grease and dirt from counters, stovetops and
other kitchen appliances.
Innovative and Sustainable
At the Cleaning Products 2011 conference, Robert Monaghan, director at Air Innovations, suggested that innovation is easy…it’s
sustainability that’s so hard. With that in mind, the speaker offered
several ways to develop eco-innovations. He explained that the
most effective means of innovating is to connect with other activities around the world and adapt them to suit your needs.
“Connecting reduces resources, cost, risk, lead times and increases likelihood of success,”said Monaghan.
But first, a company must understand the consumer landscape,
which is filled with consumer types ranging from Behavioral Green
(those who buy only with a neutral or positive impact) to True
Brown (those who ignore environmental issues and are cynical
about brands and others who do care). Next,
Four, create a culture with bigger what ifs?
For example, what if Coca-Cola embossed,
rather than printed its Coke cans? Think of all the savings from ink
reduction? Five, whatever the idea, it must be flexible enough to
evolve with the changing sustainability landscape. Six, inject some
energy into sustainability by taking a team approach to the issue;
Seven, keep renovating to maintain green consumers.
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