While this article was written in September in reference to the P&G challenge but it is even more timely now. Seventh Generation co-founder Jeffrey Hollender, was just fired on November 1st. Hollender was considered one of the top green business innovators. Either he is taking the fall for all the recent advertising issues but more likely it is because Seventh Generation is expanding to wider distribution and a broader market. These actions, along with the false advertising allegations, may dilute their brand even more.
Today I attended a great session at Sustainable Brands conference by Suzanne Shelton, President and CEO of theShelton Group. Mainstream consumers are complicated. They know just enough buzz words to make you think they know more than they do, and most don’t actually go green to save the planet. How do mainstream consumers ACTUALLY make decisions about which green products to buy?
Industrial Ecology is the practice of making industrial systems operate more like natural systems. This involves less wastage and associated benefits in terms of profitability and environmental improvement. However, in order for these systems to work it is essential that those indstries involve are capable of beneficial interaction. This article asks whether, given the required interaction options, retrofitting of industrial ecology priniciples to exisiting industry has potential.
