Green From The Ground Up

The age of green products and green marketing is upon us. From cold-water detergents to more energy-efficient light bulbs, brand marketers are moving to market green products that promise progressive value, while consumers are recognizing that this value is worth paying for.

What may not be so obvious though, is that to optimize the inherent brand equity and value of those products for consumers, brands are also greening their own operations to bring added credibility to the value of their real estate on the green shelf. The products delivering on their relevant brand promises will reap the rewards. Just last week, Procter and Gamble received one of five Presidential Green Chemistry Challenge Awards for innovations with less environmentally damaging processes in the product and its development. This vertical approach allows P&G the opportunity to not only market green products but to also “green” the development of those goods from concept forward, giving marketers the opportunity to connect the dots for the consumer.

To brand and packaging design firms everywhere, this should beg the questions: what do we know about our clients’ inner-workings? And, how does what we don’t know limit our ability to truly capture identities that will keep green products a sustainable feature in consumer markets? And last, what are we doing to “green” our own processes to better understand what it means to not only sell green, but to truly live green? 

About the author:
Kelly Hyland is a Service Leader at Marsh Inc., with primary responsibility for client activity and resource planning, timeline management and reporting on the Marsh Eco business. Ms. Hyland studied Fine Arts at Ohio University and Fish and Wildlife Management at Hocking College in Nelsonville, Ohio.

About Marsh Eco:
MARSH Eco, a branch of MARSH Inc, an established, independent design consultancy, specializes in brand identity, packaging and promotional design for progressive companies that create consumer products supporting eco-friendly lifestyles. Through good design and a team passionate about enriching lives, MARSH Eco is committed to helping companies grow relationships with consumers, enhancing lifestyle choices in a relevant and meaningful way. MARSH Eco counts natural, organic and sustainable brands such as Whole Foods, Save Your Skin and Nest Fresh Eggs as clients. To learn more about MARSH Eco, go to www.marsheco.com.