23 May '12, 9am

The $1 Trillion (and Growing) Sustainable Economy

The $1 Trillion (and Growing) Sustainable Economy

Walmart’s strategy: everyday low prices for sustainable products Walmart may be the most interesting example of the emerging price-driven sustainable economy. I coach a lot of business owners that are wonderful people impassioned to make a positive difference by launching a green business. They typically start out with initial sales success. But after a period of time, their company hits a revenue wall where sales slow or actually fall. The first question I ask them is “how competitive are your prices?” All of them have responded with something like ‘we charge more because it costs more to create a product that is healthy for people and the planet.’ They are right and wrong in their cost-centric pricing approach. They do gain revenue success selling to the good people who will pay more to buy green. But especially in this difficult economy where job security and spending p...

Full article: http://www.triplepundit.com/2012/05/sustainable-brands-20...

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