Customer and Market Opportunities

Increasing Customer Loyalty & Market Position

When a business builds environmental benefit into products, it creates direct value to the customer by reducing the customer's environmental burden.

A pit fall in entry into environmental markets occurs when companies fail in attempts to introduce environmentally preferable products because they lose sight of customer value. Most customers will not sacrifice to protect the environment; they respond to price, performance and convenience. When environmental concerns create performance trade-offs, they reduce the market appeal of a product. When environmental concerns are a driver for creating superior value, however, they will change the market.