The Power of Green - How Greener Products Can Help You Meet Customers’ Needs & Build Brand Loyalty

Nov 18, 2011 9:00 AM ET

Excellent book! Sheds new and important light on the business case for why companies must provide greener and more sustainable products, as well as best practices for marketing greener products. Al Iannuzzi’s book will be of interest to corporations that desire to present new insights on how best to make greener products and for those of us in higher education, who seek to prepare the next generation of business leadership on now to make and market sustainable brands as part of a comprehensive strategy to achieve competitive advantage.
—Robert L. Lattimer, Senior Fellow, Diversity Studies, John J. Heldrich Center for Workforce Development, Rutgers University; Chair, Board of Directors, American Society for Competitiveness (ASC)

Press Release

(3BL Media / theCSRfeed) Boca Raton, FL  - November 18,  2011  -  CRC Press announces the recent publication of Greener Products: The Making and Marketing of Sustainable Brands (November 2011; $89.95; ISBN 978-1-4398-5431-0) by Al Iannuzzi. CRC Press functions as the principal science and technology book division of the Taylor & Francis Group, an Informa Company.

When natural products like Method and Seventh Generation appear on the shelves of your local supermarket, and magazines like Sports Illustrated devote entire feature articles to sustainability, it’s a sign that the times are changing. Companies like Clorox, with their Green Works® cleaning products, and GE, with Ecomagination™, are shattering the old stereotypes of greener products being ineffective and expensive. And they are showing that large multinationals can win in the marketplace with natural, organic, and “eco” products—even during tough economic times.
“Today, developing greener products is no longer the right thing to do, but something you have to do,” says Al Iannuzzi in his new book, Greener Products: The Making and Marketing of Sustainable Brands. Customers—both individual consumers and businesses—are demanding it. “One of the reasons for this new focus is the greater awareness of environmental issues related to things such as hazardous chemicals in our food and bloodstreams, glaciers melting, and scarcity of resources and clean water,” he notes.
 In the book, Iannuzzi, senior director of product stewardship at Johnson & Johnson, offers practical advice on how to design and market greener products and services. He also shares best practices and lessons learned from companies such as Clorox, GE, Timberland, Philips, Apple Inc., Procter & Gamble, and BASF, as well as insights from guest authors Jim Fava and the Shelton Group.
Outlining the market and regulatory drivers, Iannuzzi makes the case for greener products. “Now more than ever, companies are interested in becoming more sustainable, and I believe that it is possible to strike a balance in meeting the world’s product needs while appropriately reducing the resources to meet this demand,” he says.
As Dan Esty, Hillhouse Professor at Yale University and co-author of the book Green to Gold, explains, “Green is the new black. To say this differently, sustainable products increasingly stand out in the marketplace, translating into faster sales, greater profitability, and deeper brand loyalty. Iannuzzi and his co-authors show the way to this future.”
Marc Gutierrez
CRC Press/Taylor & Francis Group
+1-561994ext. 0555