Author: Daniel snow

Plenty of shoppers say they prefer sustainable products over ordinary ones. Yet for consumer product companies, tapping into this green demand can prove tricky. One challenge: establishing that sustainable products do offer the growth potential and price premiums that justify investing in their development. Difficulty can also arise when it comes to balancing a product’s sustainability attributes against other features that customers seek. Then there’s the matter of putting forward messages that customers will trust amid a bewildering assortment of competing claims, labels, and certification seals. Related insights The good news for business leaders is that research and experience point…

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