Sustainability Leadership Perspective: HouseholdDownload a PDF version of this report or return to Mapping the Future of Green Innovation
Household Most of the necessities of day-to-day life fall within the Household products sector. It appears that consumers (especially parents) align their basic daily needs with values that relate to a safe, clean house and secure future — which includes supporting companies that are addressing climate change. But the production of basic household goods is resource intensive; it has a multifaceted impact on the environment through packaging, disposal and more. That is why we think this sector is a very visible example of innovation being good for the world AND the bottom line. Consumers are ready to pay for sustainable innovations. Although they might be overwhelmed by choice (especially in this sector), the majority appear to believe that every choice can/should be a green choice — evidenced by green cleaning products having successfully made the transition to mainstream acceptance and widespread availability through retail distribution. Consumers also have opinions on who’s making the effort. More often than not, it’s the popularity of new products that will drive higher green perception scores. We believe the market for green cleaning products will continue to outperform conventional cleaning products and continue to grow. Accordingly, even though commoditization is affecting both the industry leaders and the followers, many companies in this sector are injecting innovation into everything from their new products and services to packaging and social technology adoption in order to stand out.
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