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May 18th, 2010

Teaming up for green innovation

Take a look at the recent "Future Friendly" marketing campaign and you can see how companies such as Proctor & Gamble are working to make being green easy — for consumers.

That may be a fine strategy from a consumer-marketing standpoint, but from an innovation or R&D perspective it is not so easy being green.

Developing a sustainable product or process is a complex endeavor. Evaluating product performance is an evolving process, and advances in one area may be more than offset by impacts elsewhere in the cycle. For example: The energy it takes to produce a green material may outweigh the environmental benefits of the material. The entire life cycle of a product needs to be considered. Navigating the complexities of sustainable supply chains and green marketing provides additional challenges.


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