An eco-friendly stance is pretty easy to sell, but it remains to be seen whether this seemingly-broad corporate commitment represents an actual shift in policy
Suddenly, everyone is ‘green’: it’s a topic at dinner parties, fuel for water-cooler debates and an emerging component of personal style. A quick scan of leading business publications demonstrates that being green has caught on in the corporate world, as well. But is all this chatter really a win for sustainability, or is it simply the latest marketing ploy by smart executives?
Green supply
Perhaps more important, the ultimate threat to consumer demand for green products is perception of quality. Many green products are perceived to be (and in fact are) of worse quality than the regular alternative. In the end, consumers must understand the true value of green products and have access to goods that are both high-quality and cost-effective.
[This article has been reprinted, with permission, from Rotman Management, the magazine of the University of Toronto's Rotman School of Management]