Greener Products: The Making and Marketing of Sustainable Brands

I always thought of sustainability as tree huggers and hippies, but this book opened my eyes to what sustainability truly is. I had to buy this for a class called "Marketing and Sustainability" and this book was an easy read and the context was easy to comprehend. Actually, this book made me understand that sustainability is vital in businesses now and that the movement is more than just a movement, it is becoming necessity for businesses and for our world.The overall structure of the book was great, I liked the graphs and visuals used to help portray certain concepts or statistics. Content was always relevant and even when pages were only words, I did not get bored or space out like I do with most books assigned in university classes.The examples of businesses were extremely helpful and I couldn't help but fall in love with the businesses that have sustainability at their core.Overall, very helpful and easy enough to read!

Tema novedoso y de actualizar todo el tiempo, buen libro cumplió con las expectativas esperadas. Excelente hoy en día se apuesta al mercadeo y producto sostenibles

Great book, and the kindle version easy to read

This book is an excellent resource for both new and experienced product/marketing professionals written by an experienced professional with deep roots obtained from field earned knowledge. I have heard Al speak twice about Johnson & Johnson Earthwards® program which is just one of the many insightful mini-case studies covered in this 2nd edition.The impetus for this book was to provide a framework for the making and marketing of sustainable products within a company’s brand portfolio. It does a very nice job of creating and illustrating a framework that is easily understood and adapt for almost any organization.The first section on making a case for greener products might appear redundant to established sustainability professionals however I think it is worth reading. Section one does a very good job of providing a global context on regulatory and market drivers for greener products. I found plenty of new knowledge to learn from and apply even though I finished an MS in the field three short years ago.Section two of the book focuses on the design and manufacture of greener products. The case studies provide both tools and strategic frameworks that will educate and inform your ability to lead a process, team, or organization and create value that impacts your organizations triple bottom line.Mini-case studies include:GETimberlandSC JohnsonClorox (Green Works®)Johnson & JohnsonPhilipsSamsungApple Inc.Seventh GenerationMethodProctor & GambleUnileverGASFH&MReckitt BenckiserI was really excited by the chapter on Valuing Natural Capital and the tools that have been created in the past few years for doing so. These tools enable companies to measure and manage their use of natural resources more efficiently and become stewards for future generations of consumers, communities and employees.Case study examples include:Coca-ColaEcolabEileen FisherGreen Electronics CouncilLouis Vuitton Moet HennessyDellKeringAs an experienced marketing professional, I found much to appreciate in section three which covers marketing greener products. The author addresses both the strategic and practical considerations when addressing two statements he usually makes when he is speaking about greener products - -1. There is no such thing as a green product.2. What good is a greener product if no one knows about it?He provides a well-articulated story that integrates the need for, design of, and manufacture of greener products with how to effectively create a meaningful, accurate story. A story that speaks to individual customers (B2C and B2B) and the communities impacted through the entire product supply chain and life cycle.The book covers these topics:Green productsCircular economyProduct rating systemsSocially responsible investmentProcurementSupply chainCorporate reputationPackaging regulationsChemical regulationsEnergy efficiencyGreenhouse gas emissionsWater efficiencyRecyclingGreenwashingSupplier scorecardsOgilvyEarthRegulatory standards

Creating a sustainable society will depend in large part on reducing the environmental impacts of making, distributing and using products and of disposing of them at the end of their useful life. Every product company that hopes to have a role in our future is going to have figure out how to do this. They now have an excellent guide in a new book called "Greener Products: The Making and Marketing of Sustainable Brands," by Al Iannuzzi. Dr. Iannuzzi is Senior Director of Product Stewardship and Worldwide Environment, Health & Safety at Johnson & Johnson, a $14 billion healthcare products company. He has spent his entire career advancing the environmental performance of his company and its products while helping it achieve its business goals. He therefore is very well qualified to have written this book.The book is distinguished by its comprehensive scope, which ranges from the drivers of green product development, to the methods for developing greener products, through advice for marketing those products effectively. It is organized in three sections. The first section covers the market and regulatory drivers for green products. The second section looks at examples of greener products that have come to market. It also includes a chapter by James A. Fava, a founder of sustainability consulting firm Five Winds International. The chapter provides an overview of some of the many tools companies can use to analyze the environmental characteristics of products and processes and to develop more environmentally efficient designs. The third section looks at green marketing "because," says Dr. Iannuzzi, "what good is a greener product if you can't get the customer to buy it?" The marketing section includes a chapter by executives of the Shelton Group, an advertising agency focused on sustainability and energy efficiency and a leading provider of consumer insights related to green products. Though the consumer data discussed in the book is focused on U.S. consumers, the book takes a global perspective, citing product examples from North America, Europe and Asia and examples of regulations in effect on six continents.For sustainability practitioners who have followed green marketing and green product development closely over the last few years much of the material in this book will be familiar. But for those new to this topic, or any marketer, product developer, consultant or product-company executive who wants an efficient way of getting a comprehensive overview of this field, which is becoming a pillar of successful business, this book is a valuable resource.(For an extended review please see [...]

As a sustainability consultant and author, I found this book to be incredibly helpful to my understanding of how to develop sustainable products. It is clear, concise and easy to read and the examples are excellent. This is must reading for anyone working in the area of new product development. I would love to see a second edition with update examples.

This is the best of the best for the planet, people and products.