3rd Edition
Greener Products The Making and Marketing of Sustainable Brands
Sustainability and its competitive advantage are the goals of every company and any brand that wants to stay successful in the marketplace. Customers also gravitate to brands that manage sustainability issues well. Greener Products: The Making and Marketing of Sustainable Brands written by a renowned sustainability expert, continues to address the latest developments in the extremely fast-moving field of sustainability. The third edition is thoroughly updated, introduces new case studies, and includes a new chapter on natural capital cost accounting. With over 40 case studies, it explores the best practices of leading global companies and helps readers learn what it is that makes them successful.
New in the Third Edition:
- Presents, in a practical way, the best practices of sustainable brands in a global economy.
- Addresses the most current sustainability topics like circular economy, plastics in the environment, biodiversity, climate change, green chemistry etc.
- Includes current marketing information on consumer trends to purchase greener products.
- Incorporates the latest pressures on companies to address sustainability, retailer programs, business-to-business expectations, ESG rating, rankers, and stock funds.
- Covers best practices of companies from various industries on how to make and market greener products.
- Provides current tools for making products more sustainable and methods on how to market sustainable improvements.
This book serves senior undergraduate and graduate students in programs focused on sustainability, as well as academics and corporate sustainability leaders. The previous versions have been used to teach courses such as Introduction to Graduate Studies on Sustainability, Product Improvement, Introduction to Sustainability, Environmental Compliance and Sustainability, and Sustainability Policy. Any university that teaches a course on sustainability would benefit from the new edition of this book.
Section I: The Case for Greener Products. 1. Introduction. 2. Market Drivers for Greener Products. 3. Regulatory Drivers for Greener Products. Section II: Making Greener Products. 4. Greener Product Design Examples. 5. Sustainable Innovation and Tools for Product Sustainability. 6. Biodiversity and Natural Captial. Section III: Marketing Greener Products. 7. Green Marketing. 8. Consumer Interest in Green Purchases Continues to Grow. 9. Marketing Green: Best Practices from OgilvyEarth. 10. Aspects of Green Marketing. 11. Best Practices and Conclusions.
Biography
Al Iannuzzi is Vice President of Sustainability at The Estée Lauder Companies where he leads enterprise-wide efforts and establishes and executes sustainability goals and objectives. He also oversees environmental sustainability programs, human rights, ESG ratings, product sustainability, and climate and energy initiatives. He is also an Adjunct Professor at Indiana University, where he teaches Product Improvement and Sustainability. Al has more than 35 years of experience in the Environment, Health, Safety and Sustainability field. Before working at The Estée Lauder Companies, he worked for Johnson & Johnson, where he led Design for the Environment and Green Marketing programs and developed sustainability strategies for the Consumer Product, Medical Device, and pharmaceutical sectors. He served as the chief architect of the Earthwards® greener product development program. Al has also worked as an environmental consultant and as a regulator for the New Jersey Department of Environmental Protection. Al has authored three books and has written numerous articles on sustainability and product stewardship.
