31 Jan '12, 12am

Want to Sell a Green Product? Don't Call It Green

Consumers want better products, not necessarily greener products, according to Method Co-Founder Adam Lowry. That means creating products that work better and give consumers a selfish reason to buy them, even if that reason is simply convenience. But if the only differentiator is a better environmental profile, forget about it. "I fundamentally believe that if you build something and ask people to buy it for the sole reason it's green, you'll ultimately fail," Eric Ryan, Method's other founder, agreed. "That's about my best piece of advice." In a wide-ranging conversation with GreenBiz Executive Editor Joel Makower today at the State of Green Business Forum , Lowry and Ryan explained why a company created 12 years ago with environmental responsibility written into its DNA would distance itself from the green label. "We don't run from the green, we just don't make that the ...

Full article: http://www.greenbiz.com/blog/2012/01/30/want-sell-green-p...

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