Nov 15 2012
Being green doesn’t need more of the green stuff
This is in response to Andrew Winston’s blog post on his Eco-Advantage blog.
Economics 101: consumers want to maximize utility. Unfortunately for manufacturers, this means that most customers are not willing to pay premium for sustainably produced or environmentally friendly products. However, the “green” movement is very real, as Andrew points out, so-called conscious buyers, “which are quickly becoming the majority of consumers, not a niche segment, want it all… They demand more sustainable products at the same or lower price.”
Levi’s new Water< Less line of jeans.
Luckily, adopting sustainable processes has usually resulted in financial benefits. Levi’s recent line of Water<Less jeans reduces the amount of water needed to produce a pair of jeans from 42 litres to as little as 1.5 litres, so far, this has saved 172 million litres of water, according the the company’s website. Levi’s line of jeans also costs no more than its regular line, boasting a new ‘sustainable’ value proposition towards “conscious” consumers. Also, in the process of cutting water use, Levi’s was forced to revisit old manufacturing practices and adopt new, more efficient techniques. In the end, this move benefits everyone: Levi’s profits increase due to decreased water use and manufacturing time, consumers aren’t forced to pay premium, and environmental impact is greatly reduced. The stigma that going green costs too much is wrongly deserved. Most consumers want to help the environment and most companies want to increase profits, so why don’t more follow in Levi’s footsteps?
A review of Levi’s Water<Less jeans: http://www.businessgreen.com/bg/review/2079960/water-levis-water-jeans
The Eco-Advantage Blog: http://www.eco-advantage.com/blog.php