$20 billion of “Sustainable Innovation”

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.

What are P&G’s “green” products

Tide Coldwater

Introduced in 2005. According to P&G, if every US family used cold water the nation’s household energy consumption would be cut by 3% – or 34 million tons of carbon dioxide per year – and consumers would save an average of $63 on utilities.


P&G reduced the diaper weight by 40% over the past 20 years and cut back on packaging by 70%.

Len Sauers, VP Global Sustainability at P&G, says the effort has encouraged a more “holistic” approach to product development and that the company is determined to develop $20 billion of “sustainable innovation” products by 2012.

Going to finish with a quote from Paul Fiorelli, director of the Center for Business Ethics & Responsibility at Xavier University, – “I don’t think it’s a trade-off. Creative people can think of ways of doing things that help the company but also help promote sustainability.”