Innovations Help Levi's, Nike, Target, Johnson & Johnson and Other Top Brands to Promote Planet-friendly Products
(3BL Media/Justmeans) – Levi’s and Nike have emerged as leading brands keen to market green products because of the growing demand from global markets. Their consumers are increasingly willing to buy products that are manufactured in sustainable ways.
Green innovation is helping these top brands meet these consumers’ expectations. Levi’s has introduced designs that are produced from used plastic bottles. Nike is promoting knitted sneakers that cut manufacturing waste by as much as 88 percent. Such mainstream brands now believe that eco-commerce is not just about offering one or two symbolic green products. It is about building sustainability into everything across the business value chain, from sourcing of raw material to manufacturing, supply and retail distribution.
Each pair of Levi’s Waste<Less collection of jeans, for example, is made from about eight recycled plastic bottles. Nike’s FlyKnit shoes are being promoted as an innovation that makes use of yarn instead of leather uppers and involves waste reduction.
A recent survey by brand consultancy BMGG reveals that shoppers are increasingly choosing green products. The survey figures show that more than a third of global consumers view style, status and environmentalism as intertwined with each other. These are consumers that love to shop and have an overwhelming desire for responsible consumption. According to BBMG, sustainability for these consumers is becoming not only the ‘right thing to do’ but also the ‘cool thing to do.’
Target has also recognized this growing consumer trend and has come up with a “Sustainable Product Standard.” Household cleaners, beauty and baby products that pass the standard will enjoy a unique product placement in Target stores and will be promoted with a “Choose Well” designation. Johnson & Johnson has recognized 34 of its consumer products as sustainable through an in-house “Earthwards” evaluation. The company plans to leverage this strength of these products in its marketing strategy.
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