Greener Products: The Making and Marketing of Sustainable Brands

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CRC Press, Nov 8, 2011 - Business & Economics - 222 pages
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As the global demand for natural and organic products continues to grow, making and marketing greener products is becoming an imperative. The old stereotype of green products’ sub-par performance has been shattered as large multinational corporations prove that you can develop and win in the marketplace with a naturals-based product platform. And the pull for sustainably minded products is not limited to consumer marketing—business-to-business marketing of greener products has also increased due to customer demand from all business sectors.

The Case for Greener Products

Making a compelling business case for why companies must provide greener, more sustainable products, Greener Products: The Making and Marketing of Sustainable Brands shares best practices for the design and marketing of greener products. The book examines ecosystem and regulatory pressures as well as market pressures from customers—consumers, business customers, and government purchasers—who have created a demand on manufacturers to bring more sustainable brands to market.

How Are Greener Products Made?

Through case studies of green design from companies such as GE (EcomaginationTM), Timberland (Green Index®), Philips, Apple Inc., Seventh Generation, Procter & Gamble, BASF, and others, the author explores initiatives in areas ranging from product design, sustainable sourcing, and packaging to energy efficiency, recycling, and end-of-life management. A contribution from guest author James A. Fava, one of the leading thinkers and practitioners in developing greener products, presents a toolbox of environmental management systems, programs, and tools for the development of greener products.

Three Keys to Successful Green Marketing Campaigns

Providing the backbone for the author’s analysis of green marketing, a contribution from guest authors Lee Ann Head, Karen Barnes, and Suzanne Shelton of the Shelton Group analyzes market trend data and helps marketers understand their customers and what moves them. The author then looks more closely at drivers for green marketing, outlining three keys for successful green marketing campaigns and using them to evaluate the approaches of several leading companies. He also offers advice on how to avoid "greenwashing," create successful cause-marketing partnerships, and use eco-labels wisely.

Throughout the book, the author shares best practices and lessons learned from leaders in the field across various industry sectors. Written by the senior director of product stewardship for Johnson & Johnson, this timely book offers real-world experience, valuable insights, and practical tools for the effective design and marketing of greener products.

The Best Days of Green Marketing Are Still Ahead

See what Al Iannuzzi has to say about making and marketing greener products in an interview at


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About the author (2011)

Al Iannuzzi, PhD, is a Senior Director in the Worldwide Environment, Health & Safety department at Johnson & Johnson where he directs the global Product Stewardship, Design for Environment and Green Marketing programs. He has 30 years of experience in the EHS field and has led Johnson & Johnson's environmental and toxicology programs as well as leading the development of the Healthy Planet Sustainability goals and the EARTHWARDS TM green product design process. Prior to Johnson & Johnson, Al worked for the New Jersey Department of Environmental Protection and his work experience includes environmental consulting. He is the author of Industry Self-Regulation and Voluntary Environmental Compliance (CRC Press, 2001) and has written numerous articles on product stewardship and environmental compliance.

Read Al's thoughts on making and marketing greener products and sustainability in interviews for