• 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.


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 multiple and major brand options. Clorox’s Green Works line of household cleaners operates in the same category as niche brands such as Method and Seventh Generation, for example. Natura by Benjamin Moore and Harmony by Sherwin Williams compete in home paints against niche eco-friendly brands YOLO Colorhouse and Green Planet Paints. Some have pitted large companies and brands against environmentalists and their pet niche brands, but for many green-product advocates, prompting large established brands to adopt eco-attributes is a long-term goal of the environmentalist movement (Diamond, 2009).