I think the brand trust issue is relevant with Clorox Green being consumers that DO NOT currently use the competing eco-friendly products very well might not trust other brands to do a good job. Clorox has excellent positioning for this product and could very well launch the trend and increase sales for all the companies in this industry.

"The problem is: not enough consumers have taken the time or trouble to research the issues around using some cleaning brands vs others. And this does take time and education."

No one 'researches' CPG products. Consumers pick on brand strength, habit and cost. Clorox is jumping on the green bandwagon because it's an easy win -- there's enough press on "green" everything, warranted or not, that anything with "green" attached should see a 20% bump in sell-through.

Sierra Club has made a curious choice. They've allied themselves with a not-very-green company for the sake of one product that may or may not live up to its promise. We'll see how their reputation is affected by this.

Right on the money, Aaron. That's exactly what Clorox's Green Work's brand manager was saying and what the company is hoping for. It will be interesting to see whether or not the new line meets the company's expectations. Thanks for weighing in.

We have a difference of opinion on this point, Stephen: "No one 'researches' CPG products." With so much information readily available to consumers via the Internet, research shows that consumers are studying product choices as never before. Also, when searching for alternative products, it does take time to find out what is available out there, at what cost, and how efficacious they are.

I agree with you on your latter point, though. "Sierra Club has made a curious choice." If Clorox's new products don't live up to their billing as safe, green cleaning alternatives, they will have risked their own brand image, and The Sierra Club would be infinitely more harmed by this negative perception. As I said in my post, some environmentalists are already displeased by TSC's endorsement of these products, especially given the parent company involved. Furthermore, TSC has NEVER endorsed any products in the past, so this could get dicey. Stay tuned. Thanks very much for adding to the conversation, Stephen. I appreciate it.

No problem Ted, I really am curious to see the creatives for the commercials. I'm betting on kittens, puppies, and babies in the commercial.

You're probably right, Aaron. That would drive the one of the primary messages home: that cleaning products can be safe and non-toxic when used around children and pets. Of course the green element about the products will be emphasized, I'm sure. You know: natural surfactants without use of petro-chemicals. . .that kind of thing. Thanks for sharing your idea with us, Aaron. I appreciate it.

The most fascinating thing about your article is that it represents the first time I was ever introduced to a new product on the Internet. Not TV, not the radio, not in some magazine - but the Internet. You see, I don't remember any ads I see on the Internet. Like Seth Godin says - they're too easy to ignore.

But, today when visiting the Daily Fix, for my daily fix, there they were - two beautiful product shots of Clorox Green. What's that you say? It wasn't meant as an advertisement?

Well, maybe not - but it sure worked. An article. Hmmm - all that money spent on banner ads and all the while all we had to do was write an article for a blog accompanied by a product shot.

I think we might be onto something. Oh, and by the way…I love and swear by Simple Green. It’s the only product I know that cleans the brake dust off my wheels without killing my grass.

* As a a long-time green customer myself, I agree with the assessment that this will not cut into sales of the established green brands. I think the result will be to make green cleaning products more mainstream, thus the established brands might grow too. I think it is great Clorox is doing this. Green consumers, like me, have known for years that you can clean effectively without toxic chemicals.

* Yes, I think Clorox does have the marketing ability to get wider consumer acceptance of green cleaning solutions. The Sierra Club is lending its name to this effort partly because they see the potential of green cleaning becoming mainstream. They also see green (dollars) to help with the organization's many other projects.

* I have been using green cleaning products for years and am already loyal to some brands that have worked well for a long time.

While it is probably true that most consumers do not research CPG products, many green consumers do their research.

I think that the Sierra Club probably did their research before letting their name be used. If it turns out they are putting their name on toxic chemicals, we will find out soon enough. I doubt that will be the outcome, though. They would have had their scientists analyze these products first. If I am wrong, it will make headlines and produce lots of bad publicity for both Clorox and the Sierra Club. It would be very damaging to both and set back the efforts of both.

Thanks, Bill, for adding some levity and wit to the conversation. You're a hoot. Loved your last comment: "I think we might be onto something. Oh, and by the way…I love and swear by Simple Green. It’s the only product I know that cleans the brake dust off my wheels without killing my grass."

My blog posts aren't about promoting or endorsing any new products in the marketplace. They're about discussing the marketing aspects surrounding new developments in the marketplace. Sometimes that includes talking about new products, as it did in this case.

After laying out the Clorox position on green cleaners, and the information surrounding the new line launch, I asked a few marketing-related questions:
What do you think about Clorox getting into the eco-friendly cleaning business?

Do you think the Clorox company has the marketing ability to gain more widespread consumer acceptance for this product category?

Have you tried environmentally friendly cleaning products? If not, would you be willing to try these products yourself at home?

These questions will eventually be answered and make or break the new Clorox Green Works brand. Thanks, Bill, for sharing your thoughts with us. Loved it.

Neil, thanks for giving us some thoughtful answers to the questions posed in the post. I'll be interested in seeing how this line is accepted by consumers since it will have such widespread distribution. Time will tell.

Concerning your point on The Sierra Club: I'm sure these products were checked out to make sure there aren't any petro-chemicals in them. However, artificial color and fragrance in some products can be problematic, as well. We'll have to wait and see if environmental groups do their own evaluations of the product. If they find anything objectionable, we'll all hear about it. So will The Sierra Club. Let's hope these products are as clean as they're supposed to be.

Thanks for adding to the conversation, Neil. I appreciate it.

I think we can put all of our marketing brains together and theorize all day. Yes, Clorox is a name synomous with anything clean. They've done a phenomonal job of line extending the Clorox (bleach) brand into an entire line of cleaning and sanitizing products.

I think what will happen, is what always happens. One major name will attach itself to green and all the other big chemical names will follow suit. Soon you'll see Lysol Green, Dow Green, etc.

The bottom line with all of these products, and I say this as a marketing director whose company has started an entire green division, is this: will they make consumers' lives easier, with a minimum of sacrifice and effort. We as a nation want the quick-fix, instant gratification, without considering long term benefits, or in some cases consequences, hence, the current mortgage crises.

So if consumers feel they are getting the same benefits from green products, with no additional sacrifice or effort, green will continue to grow and become part of our lifestyle. If not, it will fizzle out. Right now, it's just too early in the game to tell.

Dawn,

Great observations. Thanks for adding your perspective as the marketer of green products. You're quite right: the jury is out on this because it's too early to tell how this is going to develop.

I personally think that consumers will have to be convinced that non-toxic, non-chemically laced products will have to be effective as cleaning agents, or they won't buy them. Simple as that. While I think consumers would like to do their part for a cleaner environment, they also want and expect efficacy from the products they purchase. For some reason, many consumers feel that green cleaning products won't work. And, as Neil stated so well, that simply isn't true. . .but perceptions will have to be overcome if Clorox is going to be successful.

Your point about every other company with mass marketed cleaning agents is an excellent one. If Clorox finds success with its new brand, I'm sure everybody else will be jumping into this category, too. Thanks for weighing in, Dawn.

Even if people are not concerned about toxic chemicals in the environment, I think a lot are concerned about exposing themselves, their children, and their pets to toxic chemicals. If the environmental appeal does not gain traction, I would think the health one would. The environment and your personal health are related but still different reasons to go green.

Right, Neil. I did state that in my post. Health-related issues are a major reason why consumers may want to consider purchasing alternative cleaning products. Unfortunately, many people may be unaware of the fact that they, their children or their pets may be suffering from allergies, asthma or some other health-related problems due to the chemicals they're using in their homes. For those who suspect their cleaners may be causing health problems, my suggestion is that they try green cleaners for a while to see whether these problems clear up. Some of us are far more sensitive to chemicals than others.

Thanks for pointing this out again, Neil.

I'm a major method addict, and advocate! But I'm telling you, getting most of my friends and family to move over to greener items is proving so difficult! Most of it is cost. And as people have stated, it's a lack of knowledge. I still have friends that think if you put the giant Tide 64 load bottle in front of them, and then the much more compact 64 load method concentrated laundry bottle next to it; they're getting more with the Tide. I end up pulling my hair out sometimes! Alot of it is going to come down to teaching. And I wish (at least in America) people would jump on the bandwagon a bit quicker; but we are SO not like that; that it's really going to come down to required "greening" as plastic chokes the world and the environment suffers. Sooner or later, none of us will have a choice in the matter BUT to go green. I just hope it isn't too late by then. Rant over.

- Nate
www.methodlust.blogspot.com
+ one man's unsupressed love for method home products

You've made some excellent points, Nathan. Again: there is a perception problem out there. . . as you say, it takes time and education to teach people about viable alternatives to the products they're using. Sometimes that's a daunting prospect when people aren't as open to the message as we would like. You're doing your part to get the word out. Don't give up. It takes persistence, but at some point, as you stated, we're going to have no choice but to go green. . .I see you're really passionate about Method. Good for you. Keep on fighting the good fight, Nathan. Thanks very much for weighing in, too.

***What do you think about Clorox getting into the eco-friendly cleaning business?***

I think it's a great move. I can only hope they have the goal to make the majority of their business more "Earth friendly".

***Do you think the Clorox company has the marketing ability to gain more widespread consumer acceptance for this product category?***
Yes, most definitely. IF they want to. If they stopped carrying more dangerous products and replaced them with green products they would... ESPECIALLY if they did the switch without an anouncment and just rolled out the new products. But that won't happen.

***Have you tried environmentally friendly cleaning products? If not, would you be willing to try these products yourself at home?***

Absolutely, I have. I love the Method products I've tried and am always looking for something effective and safe to clean with. My wife used to be a HUGE bleach user. She now uses Method in the bathroom and kitchen.

Ted, yes you did make the point about health related benefits of green products. This actually may be the key to the success of green marketing: health.

Children, in particular, are especially vulnerable to toxic chemicals. But all people and pets are damaged by toxic chemicals. There is no reason to use them when there good alternatives.

Thanks, Michael, for answering the marketing questions posed. Another vote for Method products; this is interesting.DF readers, please take note. Good for you and your wife taking some initiative in looking for less toxic cleaning solutions, too. Thanks for weighing in, Michael.

Neil, you've made the point about kids and pets most eloquently, and I thank you.

Ted,
No problem.

I've always had an interest in environmental issues. In fact, I used to teach environmental science to high schoolers.

In addition to Method products, I recommend the following book:

Clean House Clean Planet
by Karen Logan (Available at your favorite bookstore... if your favorite bookstore is Amazon.)

You've recommended a good source of information in this book for DF readers, Michael, and I thank you.

Well-known, trusted companies using their brand equity to launch green products-- it's sort of a no-brainer these days.

A name like Clorox gives mainstream consumers faith that it works and "green" is a whole new product category and chance to steal customers from competitors in stagnant categories.

It's also a chance for people to feel superior to their neighbors who don't use green products.

Not much guesswork involved- you're foolish if you're not jumping on this bandwagon.

The only thing you need to watch out for is authenticity- your products have to actually be natural/green or else you'll get nailed to the wall as per the constructs of The New Digital Revolution™

TToad, that's it, If the Emporor has no clothes both the Sierra Club and Clorox will be naked.

Both organizations have smart people making these decisions, so I really would be shocked if it turns out these green products are poison.

So I go out on a limb and say cheers to the Sierra Club and Clorox. Both organizations increase revenue.

Clorox pleases the consumers and share holders and the Sierra Club uses the cash to advance their causes.

No, it is not perfect. Some will think the Sierra Club sold out. The Sierra Club is a mainstream environmental group, and they are known for compromises to get things done. Other groups would never make such a deal and you may hear talk of those damn corporate sell outs. These other groups occupy a different niche.

The Nature Conservancy has another niche. They take donations from corporations and individuals and put it to use saving land for endangered species and so on. The marketplace of environmental groups and niches is not that far off from that of the private sector.

Cheers to the Nature Conservancy for putting their money to good use.

Actually, Toad, while I agree that conceptually speaking, green products are a "no brainer" and should be a hit, they simply won't be in all cases. What you hit on at the end of your comments, concerning authenticity is a major sticking point for many companies. Merely launching green products doesn't guarantee success. Consumers have to feel the products are authentic, and the company involved has embraced authentic environmental values, or it isn't going to work. In that regard, Clorox has some real perception problems to overcome. . .I'm curious to see whether they can, even with a new green line. Thanks for weighing in, Toad. I appreciate it.

Thanks, Neil, for adding more information about The Sierra Club for DF readers who might be interested in learning more. . .and for referencing the important work of The Nature Conservancy, as well. Much appreciated.

I am a green product user - I saw the Clorox brand in the store, picked it up, read the label and put it back. People's definition of green is a very large spectrum. Anything that says "keep out of reach of children" is not necessarily a product that i consider green. There are still chemicals in Clorox's "green products."

Now, I'm not saying I'm going to let my 2 year old suck on 7th Generation lollipops but their label says "IF ingested, drink a full glass of water." They also list ALL of their ingredients, and surprisingly, i can read them!

This is interesting information, Annon. Just because these cleaners aren't filled with petro chemicals doesn't mean that there aren't other substances in them that might cause potential problems. Much less serious ones, of course, but problems all the same. As I said before, they may contain artificial colors or fragrances, for example. Or chemicals that might be naturally sourced, but may still be quite strong. Your statement: "People's definition of green is a very large spectrum" is correct. Thank you for adding some relevant perspective to this conversation, Annon. I appreciate it.

What do you think about Clorox getting into the eco-friendly cleaning business?

I sure hope they've researched consumer attitudes as thoroughly as they usually do. It's not easy to change habits, as we all know, and this would be a major change for 90% of the consuming public. I'm not optimistic about the chances for success, but maybe the market research folks at Clorox have discovered something that eludes the rest of us.

Do you think the Clorox company has the marketing ability to gain more widespread consumer acceptance for this product category?

The marketing ability, yes. But the money, probably not. It's going to take many millions of dollars to make a dent in the mainstream all-purpose cleaning market -- especially given the preconceptions about green products.

When you consider that Clorox stockholders are not going to be very happy with a lengthy or questionable payout, it's unlikely that Clorox will be able to make the necessary investment to pull off a major coup with this product line. (I hope I live to eat my words.)

Have you tried environmentally friendly cleaning products? If not, would you be willing to try these products yourself at home?

Tried, but not yet a believer. And I'm not sure I'm ready to give up on products that have been doing a great job for so many years, based on a manufacturer's claim that something might be better for the environment. Not without a lot more information than I currently have.

Understand, I'm all in favor of being environmentally responsible. I'm just not convinced that the green products are going to make a difference ... especially when many of the traditional products are being "improved" to make them more green all the time.

And is it possible that the cleaning efficacy of the current "chemical" products is saving as many lives as it is destroying? Is it possible we're rushing to green without considering the trade-offs?

Michael, I have been cleaning with green products for years and they absolutely do work.

Clorox has the marketing and cash to make this succeed for their consumer and their share holder.

I think Clorox means clean to a lot of people so part of the job is done.

I am not sure what you mean by chemicals saving more lives than destroying? Green does not mean it does not clean. We are not talking about sterilization of hospital equipment, etc., we are talking about consumer cleaning products. We are talking about getting your kitchen and bathroom sparkling clean. I do that with green products. I would hazard to say my bathroom is cleaner than the average chemical clenaner's bathroom.

One of my traits is I am a bit paranoid about germs (some might say a bit neurotic) so if I can go green, anyone can. :-)

Thanks for adding your thoughts to this post, Michael. Many consumers are as skeptical as you are about green cleaners, yet many seem to be willing to give them a try. Some because of developing health problems in their homes. . .some because of concern for the waste streams we're creating every day. Others simply because it makes them feel good to be doing their bit for the environment.

Regardless, green cleaning products have been relatively slow to catch on, but they may finally be ready to do so. I'm not sure what you mean by your statement: "especially when many of the traditional products are being "improved" to make them more green all the time." I haven't seen any evidence of this. It would be cheaper to overhaul these products completely, than it would be to try to tweak and improve the formulas to become more green, in all likelihood. Then I'll bet we'd probably see a core group of customers think these products don't work anymore. Kind of a vicious cycle. . .isn't it? We'll just have to wait and see what happens, as I've been saying.

I do think, as Neil has stated, that the fact Clorox is getting into this business will call much more attention to it. Consumers, in doing some research, and in trying various products and brands, will likely find products they can live with. It is going to take some time, but I think increasing numbers of consumers will make some changes. Thanks for weighing in, Michael. I appreciate it.

Neil,

You've made some excellent points, and I thank you. I'll also add this: a little lemon juice and baking soda will scrub counters clean. Add a little peroxide to a wet kitchen cloth and you can disinfect without ammonia or any other harsh chemical. Added bonus: a bottle of peroxide costs a buck.

Annon Omous,

You bring up a good point about the keep out of reach of children but, frankly, I'd keep my 7th Generation brand cleaning stuff out of reach of children, too.

So the question is whether Clorox is being more cautious (bigger legal team) or is there product toxic. As for listing of ingredients, that is really needed if you want to establish green cred. I am not sure why they would not do that.

What is confusing, though, is that Ted's post is that Clorox is introducing a green line. That implies it has *not* happened yet and is still to come. Have they introduced this line to stores yet or not?

I want to repeat that: Clorox, if you want green credibility you MUST list your ingredients.

Unless you have something to hide, there is nothing to lose by listing your ingredients.

I do not have a problem with the keep out of reach of children because, frankly, what parent would want their kids to gulp Seventh Generation cleaner!? It is still cleaner.

Neil,

Clorox announced the debut of its Green Works line in early January of this year. I'm sure the products are in the stores by now. Distribution in every major supermarket chain as well as Wal-Mart, are a given due to the clout Clorox carries. Consumers will be able to find these products easily and try them form themselves. I would expect that Clorox will be listing most, if not all, of the ingredients on the product labels. Sometimes ingredients that are found in very small amounts are not listed on labels by manufacturers. However, as you pointed out, Neil, it is very important that Clorox do just that if the company wants to gain consumer trust from the get-go.

Even new green consumers are likely going to read the label.

"What is this green cleaner? Hmm. Clorox brand. Let's see. Well, I will give it a try and see if it cleans well."

Next time at the store: "It cleaned just as well as the other lines so why not buy it again. Might as well protect my family's health and protect the environment, if I can still have a clean house. Plus, I have been worried about La Paz lately. That old cat maybe has been sniffing the toxic cleaner after I clean a bit too much. Maybe I will stop by and pick up some cat nip as an alternative."

Interesting and relevant article in the New York Times today about this.

http://tierneylab.blogs.nytimes.com/2008/02/25/how-virtuous-is-ed-begley-jr/?em&ex=1204174800&en=86d915153b1a4e7c&ei=5087%0A

It suggests that the solution [to green concerns] can sometimes be worse than the original problem.

I think Clorox hit the nail on the head with regards to why the green cleaning products have not taken off so much. I have tried a few green products which I had to ordered from online, and they did not work so well. I did do my research to try and find the ones that past consumeres bought and reviewed as good. But I still was not impressed. I think another reason green cleaning products are not purchsed as much (atleast by me) is because I know the house hold standbys work just as well in most cases. I you really look into cleaning, you 'll know that alot can be done with vinegar, baking soda, soda water, lemon juice, etc. Although I am interested these new clorox green products because once in a while cleaning does require a bit more stregnth. So great for Clorox for taking an interest and risk in environmentally friendly (or atleast friendlier) products. More big companies should follow their lead.

Article on treehugger.com may be of interest (also a general ingrediants list is listed in article):

http://www.treehugger.com/files/2008/01/clorox-green-works.php

Atleast its a start and hopefully more companies will follow (creating greener products as the go along).

Michael,

There will always be trade-offs in these matters. For example, the city of San Francisco banned the use of plastic bags in grocery stores in favor of using biodegradable paper instead. Great idea on the surface, but it takes more energy to make paper bags than plastic ones. Moral of story: we are going to be faced with a number of choices. Some will be harder to make than others. However, I do not think this means we shouldn't explore our options. We should all do what we personally think is best.

We also have to remember that scientists and environmentalists the world over are constantly working to come up with viable solutions to these problems. Are we where we want to be? No. What's important, though, is that we are starting to head in the right direction with more resolve than we had in the past.

Thanks for sending us the link to the treehugger.com article, Chris. It's very helpful. As you say, hopefully more companies will reformulate their products over time. The goal: to manufacture effective products, but to also make them as safe for our families and the environment as we can. That would be a win-win, wouldn't it?

Michael,

The idea that taking short car trips is somehow better than walking for the environment is outright silly. It is grasping at straws. I am all for serious discussions about solutions that are actually worse than the problem and there are real examples to choose from there.

But I walk my errands and leave my car at home. Not only is the exercise healthy but I do not burn fossil fuel in the process, etc.

The gas I save is a little less money for hostile regimes and groups, too.

Daily Fix readers,

I noted this weekend that Clorox has begun a TV advertising campaign on its new Green Works line. If you haven't already seen the ads, you will soon. I'm curious as to what effect this will have in getting consumers to give these products a try. I'd love to get the feedback you might have once you've seen these ads. Thanks, all.

I disagree that its too early in the "green" marketing to decide. It will not fizzle out. I did my masters thesis on green marketing-- we "think" its new, but its been evolving over the past century. I was a founder of the CO Chapter, US Green Building Council. When I sat at that first meeting I remember saying "green building and building will be synonymous. It is. There are many enviro attributes incorporated now in our building codes. Lightbulbs as we know it are mandated by the Feds to be phased out. So will be the same with cleaning products. Already the LEED criteria awards "points" for what is in the janitor closet. You will see Green Lysol and Green Clorox-- for a while-- and then green cleaning and cleaning will be synonymous. Co's like 7th Generation have had their financial woes. Players with big brands will help them-- and evolve into what is becoming the norm.

You're right, Carol, in pointing out that green initiatives are nothing new. However, I might point out that it has come in and out of fashion as a trend many times. Now, there seems to have been a shift and it is here to stay. Not only that, it is gaining impetus. The developments you have articulately enumerated in your comments, are all recent. I agree with this, too: green initiatives are becoming commonplace and will be part of our lifestyles more and more. . .and we won't be conscious of it as it becomes the norm. Thanks for adding your insights, Carol. I appreciate your thoughtful input.

It used to be that green was seen as a drag on profits. The calculation was how much does green cost.

Green is healthier, profitable, and protects the environment. It is here to stay and will accelerate.

I think you're on to something, Neil. For this scenario to happen, of course, there has had to be a shift in corporate thinking. That always takes time, but I do believe it's happening.

Thanks for articulating a profound thought, Neil. I appreciate it.

although Clorox will bring exposure to green products there are companies that have all green products suchs as Winning Brands(WNBD) based out of Canada. Clorox selling a few green products when they advocate all these chemical based products is like cigarette companies advertising that cigarettes are bad while at the same time marketing cigarette to every Tom, Dick, and Harry. Winning Brands is making great strides with their products. They currently have one product in Home Depot canada and just landed WalMart canada stores...they also have many stores selling out of United States and are ready to announce a national acct in April...They currently have 4 to 5 products they are selling from stain remover to laundry detergent to wet cleaning system of clean clothes instead of using percs(dry cleaning). Lots of good things happening in the world of "going green" but alot of work left to do. Maybe some day clorox will change their tune and actually get serious about the enviroment by going all green.

Interesting insights from north of the border, Doug, and I thank you for sharing them with us. Just the fact that Clorox is introducing a line of green products, as well as the company's recent purchase of Burt's Bees, a natural personal care brand, bodes well. Even though they continue to sell chemically-laden cleaners, the company has a huge reach and a lot of advertising dollars. Thus, it will call attention to the whole category. . .which ought to be helpful. Over time, this might also spur the company on to eliminating some of the more harmful ingredients in its mainstay brands. At least, we can hope so. Many companies that are less than green, are beginning to reorient their thinking, and as long as they move in that direction without trying to "greenwash" the public, I think it's a good thing. Thanks for weighing in, Doug. I appreciate it.