Gallery: 13 Things We Learned from Some of the World’s Smartest People ...

 
Bob McDonald, Chairman and CEO of Procter & Gamble had some important insight for anyone making and selling green products. He said that 85% of consumers won't accept a tradeoff in exchange for sustainability. So, for example, a green detergent would need to work just as well as a regular detergent for most people to make the switch. It may seem obvious, but it's surprising how many company models assume that consumers will purchase their goods just because they're green and even if they aren't as effective. McDonald received a lesson of his own when an audience member from Harvard Business School pointed out that she had no idea green P&G products like Tide Cold Water, Downy Single Rinse and Pantene in plant-based bottles were even green. McDonald agreed that perhaps the messaging for those items needs to be made clearer to indicate their eco-friendly benefits to consumers.

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1 Comment

  1. Tafline Laylin May 9, 2013 at 8:27 am

    Wow, this is really fascinating. Thanks Yuka!

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