Ecover's makeover
Neil DavidsonBrave
The "eco-friendly' detergent Ecover was suffering from the effects of frugal consumers, "greenwash' and market confusion. It had to reposition from a "brand for hippies' to the mainstream.
The Ecover story began in Belgium in 1979 with the development of a phosphate-free washing powder. This was well before phosphate in cleaning products was identified as the major environmental issue it is now — and long before 'sustainability' and 'eco-friendly' became common terms.
By 2011, Ecover had achieved much to be proud of, coming through some difficult times to emerge as one of the few companies...