Remember the days when the word “sustainable” connoted boring, inconvenient, expensive, and most of all, ugly? For some, that is still true. However, luckily, this view is changing and no longer as negative as it once was. There has been lots of research of the benefits of being sustainable. So not only are more and more top companies coming on board but, they are becoming smart about marketing more appealing products. Sustainability is now a fad!

Let’s look at the Method brand of soaps. Just over a decade ago, sustainable cleaning products were either expensive or ineffective on dirt and oil. However, Method revolutionized the soap industry with their philosophy of making beautiful cleaning products that are as kind to the product as it is tough on dirt. Their bottles look beautiful with its modern sleek lines and clean labeling. People love their products and there’s also an added incentive of feeling good about the planet when using Method. It’s a win-win for both company and consumer alike.

But how has Method managed to find this magic method of meeting the triple bottom line? They aimed to be “Susty”: sustainable and sexy with their positioning. Their product also appealed to the economic goals of customers by being equally comparable to other choices on the market. By targeting the masses and not simply the eco-conscious, they did not limit themselves and so far it has paid off for Method. Now considered a global leader, Method runs a value-driven business and builds social and environmental benefit to its products. We can also see many other companies driving change forward by making its products not only sustainable but sexy in the eyes of consumers. I can tell you that I am definitely a fan and easily sold by this powerful combination.

Referenced from:

1) http://methodhome.com/about-us/our-promise/

2) http://www.sustainablebrands.com/news_and_views/communications/uk-dream-bridging-gap-between-environmental-and-branding-experts