Brand planning and the green factor

Janice Wilson

Environmental concern - the green factor - is likely to overtake health as a major factor affecting the marketing of most consumer products, and will become increasingly important.

Brand planning and the green factor

Consumer concerns about the environment are overtaking health - and won't go away

Janice Wilson

Packaged goods marketers have long been giving product health aspects more planning time. Health is personal: not too hard to address through product improvements, claims and reassurances. But the 'green factor' - major environmental and ecological concern - will soon overtake health, even though the effects seem more broad canvas; less immediate and relevant in terms of harm or benefit. This important paper shows some of the ways in which planners can approach the issue, and the user perceptions...

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