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 and he and his colleagues are making sustainability business as usual.
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 adapted for almost any organization.
The first section on making a case for greener products might appear redundant to established sustainability professionals however it is worth reading. Section one does a very good job of providing a global context for 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 organization's triple bottom line.
Mini-case studies include GE, Timberland, SC Johnson, Clorox (Green Works®), Johnson & Johnson, Philips, Samsung, Apple Inc., Seventh Generation, Method, Proctor & Gamble, Unilever, GASF, H&M, and Reckitt Benckiser.
I 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-Cola, Ecolab, Eileen Fisher, Green Electronics Council, Louis Vuitton Moet Hennessy, Dell, and Kering.
As 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?
The author provides a well-articulated story that integrates the need for, the 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.
Iannuzzi, A. (2017). Greener Products: The Making and Marketing of Sustainable Brands, Second Edition. Boca Raton, FL. CRC Press, ISBN: 9781138746893.
Review by Mark D. Wolf