I call it Green Branding - creating a consumer towards your brand by positioning it around social or environmental cause. With awareness of environment and sustainability gaining momentum, many brands will start embracing such strategies. About an year ago, I had also contributed an article to the Milagrow Newsletter talking about Sanyo's new brand Mantra - Think Gaia (Gaia means Earth in Greek).
Companies like Green Buy, that were popular among niche audience would now start attracting larger audience. The success of such ventures lie in building comprehensive range of products (Green Buy is quiet thin at the moment) and making pricing competitive to non-green counter parts.
Greenpeace also publishes its rankings rating Consumer Electronics companies according to their environmental policies on raw material and waste management.
Ironically, I recently bought a Lenovo (rated 3.7) over Toshiba (rated 5.9) at the slightest cost vs benefit skew in favor of Lenovo. The rankings were at the back of my mind but Lenovo offer was too hard to resist. Moreoever, there was also a question of credibility or accuracy of these findings. On the flip side, Toshiba never leveraged or marketed its Green Rating on its website and product catalog. Just goes on to prove that the Green mantra has still not taken deeper roots in the minds of consumers and sellers. The Green factor can only give an added value to the product, but cannot replace any functional or price value. At least for the next few years.
Companies like Green Buy, that were popular among niche audience would now start attracting larger audience. The success of such ventures lie in building comprehensive range of products (Green Buy is quiet thin at the moment) and making pricing competitive to non-green counter parts.
Greenpeace also publishes its rankings rating Consumer Electronics companies according to their environmental policies on raw material and waste management.
Ironically, I recently bought a Lenovo (rated 3.7) over Toshiba (rated 5.9) at the slightest cost vs benefit skew in favor of Lenovo. The rankings were at the back of my mind but Lenovo offer was too hard to resist. Moreoever, there was also a question of credibility or accuracy of these findings. On the flip side, Toshiba never leveraged or marketed its Green Rating on its website and product catalog. Just goes on to prove that the Green mantra has still not taken deeper roots in the minds of consumers and sellers. The Green factor can only give an added value to the product, but cannot replace any functional or price value. At least for the next few years.
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