Nagesh P. Shinde

The concepts of “sustainability” and “green” are continuing to gain traction in the United States marketplace.

More and more US companies are launching entire brands positioned around sustainability, while many mainstream brands are trying to include lines of green product.

In the creative sector, this is playing out in such segments as hospitality, clothing retail and high-end fashion, and the implications for exporters are becoming more multifaceted.

For example, efforts, attention and market advantage are shifting from leading in sustainability at a broad industry level to launching eco-positioning and products within specific niches.

One niche where many new brands are being launched is around luxury combined with sustainability. Multiple new luxury and sustainable hotel projects are currently under way, as well as projects serving the mid-value segment. Several high-end fashion luxury and green brands and lines have also been announced recently.

Many new retail and hospitality projects are moving beyond a basic carbon footprint approach to a more comprehensive definition of sustainability. At the same time, on the customer front, they are seeking to build customer loyalty by creating a memorable experience.

This is creating diverse product opportunities – ranging from wool-based to food and beauty as well as appliances and equipment – within one single project.

I just read that Tide Laundry Detergent is running a competition at the University of Ohio in conjunction with new products it will be offering. The new products are labeled under the sub-brand as Swash and aim at making dirtied clothing fresh again without washing. This can save water, power and time by not having to do laundry as often.

Link:
http://adage.com/article?article_id=121885