Procter & Gamble Co., (P&G) has been working on a goal to reduce its carbon footprint by 40% by the year 2012. Even better news is that it has reportedly already reduced it by 30% with four more years to go on its goal. The world’s largest consumer product goods company has discovered something about green product marketing that has been one of the founding principles of Sattler Clothing. The product must not compromise on performance or quality. According to P&G’s research the “greenness” of the product is a factor for only 5 to 10% of consumers. So products that are green but fall short of current performance standards and product usage are likely to fail in the marketplace. Green innovations must provide added benefit to the shopper and meet P&G sustainability guidelines. Sad but true. Continue reading →