MANGEMENT SLANT
- For mainstream brands, customers may equate green qualities with lower performance.
- Mainstream brands adopting green cues in packaging for their environmentally friendly products may suffer loss of share as a result.
- Mainstream brands losing share in this scenario will lose it to niche green companies’ products rather than other mainstream competitors.
INTRODUCTION
Once the purview of niche specialty brands, environmental friendliness has moved to the mainstream. In a growing number of product categories, green options are not relegated to one or two fringe brands but are a sizable and legitimate subcategory with...