Sustainability: A Brand Point Management Perspective

Everyone wants sustainability in today’s consumer marketplace. Consumers, despite their own fiscal challenges today, insist they are willing to pay more for products that are environmentally friendly. For example, half of the respondents to a recent survey said they would “definitely” or “probably” pay 15 percent more for eco-friendly clothes detergent or for an automobile. Two in five respondents said they would spend 15 percent more on “green” computer printer paper. Retailers, too, are demanding sustainability of themselves and their vendors. For example, Wal-Mart’s startling 2005 announcement – that it aims to be supplied by 100 percent renewable energy, to create no waste, and to sell sustainable products – has catalyzed intense efforts by its vendors, who want to keep in line with the retail giant’s demands. Wal-Mart says it wants to reduce packaging by five percent throughout its global supply chain by 2013. Such efforts are now widespread in businesses worldwide.

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