30 Sep '11, 8pm

P&G Wants to Convince 100 Million Americans Cold Water Washing Really Works

P&G Wants to Convince 100 Million Americans Cold Water Washing Really Works

The campaigns promoted the environmental benefits of the new cold-water products, but they didn’t really work. The company didn’t understand that consumers were mainly concerned with cleaning power, not by how much carbon emissions they might save. This is one of the basic green marketing rules and as green marketing expert Jacquelyn Ottman explains most consumers will not trade off on the primary things that they look for in the products that they buy. In this case it means that even if consumers don’t need to pay a premium for the cold-water product, and it will save them money, they still won’t buy it if they aren’t convinced it will clean their clothes effectively. In other words, the job of P&G is not to convince U.S. consumers how good cold water washing is to the environment or to their utility bill, but how well it performs its job.

Full article: http://www.triplepundit.com/2011/09/pg-convince100-millio...

Tweets

Preview: What She Wants II

loef.wordpress.com 05 Oct '11, 4pm

We didn’t want to name our latest collections Fall/Winter because Loef’s offerings are primarily for our local customers a...

Cold Storage bans #sharksfin. Hooray! We hope more #Singapore companies follow!

Cold Storage bans #sharksfin. Hooray! We hope m...

channelnewsasia.com 30 Sep '11, 10pm

SINGAPORE: Singapore-based supermarket chain Cold Storage will stop selling all sharks fin and shark products in its 42 ou...

The cold revolution

The cold revolution

grist.org 02 Oct '11, 11am

Photo: Shay Haas This essay was originally posted on OutsideOnline and is reprinted here with their kind permission. If th...

Cold Storage to stop selling all sharks fin and...

todayonline.com 30 Sep '11, 4pm

SINGAPORE - Singapore-based supermarket chain Cold Storage will stop selling all sharks fin and shark products in its 42 o...

Energy-Efficient Laundry: Wash Clothes in Cold ...

ase.org 05 Oct '11, 8pm

By Alliance Communications Associate Ross Parman At the Clinton Global Initiative on Sept. 21, 2011, Proctor & Gamble (P&G...

Ever been envious of Europe's great monuments? Here's some food for thought published @LoyarBurok!

Ever been envious of Europe's great monuments? ...

loyarburok.com 03 Oct '11, 1am

A young Malaysian who attempts to take on the thorny (and occasionally horny) realities of Malaysian politics and its woes...

the only reason why @BarackObama wants to see IbAli snoozing in Parliment is because he wants to see a racist doing so.

the only reason why @BarackObama wants to see I...

opstupe.blogspot.com 06 Oct '11, 7am

Independent MP Ibrahim Ali (Pasir Mas) today explained the state of his drowsiness in the Dewan Rakyat yesterday, which ha...

Green For All new report on creating jobs through water infrastructure investments

Green For All new report on creating jobs throu...

greenforall.org 04 Oct '11, 4pm

Want to create nearly 1.9 million American jobs and add $265 billion to the economy? Upgrade our water and wastewater infr...

Water Works: Rebuilding Infrastructure & Creati...

greenbiz.com 04 Oct '11, 8pm

Want to create 1.9 million American jobs and add $265 billion to the economy? Upgrade our water infrastructure. This repor...