CPG Marketing Trends: Method’s Cause A Perfect Fit for Their Promise

Many consumers are familiar with ecologically friendly home-cleaning products from the brand Method. The company strives to make products that are not only good for consumers, but also the environment. They also work to redefine how cleaning products are made and used, and how businesses can participate in sustainability practices. Their products are not only earth friendly, but their packaging is as well. The colorful liquids are packaged in 100% recycled plastics from curbside recycling programs.

Method Ocean Plastic PackagingMethod took their commitment to recycled plastics one step further by introducing a limited edition dish and hand soap packaged in recycled plastic bottles the color of dirty ocean water. The new packaging is made from plastic debris collected by employees and volunteers along the shores of Hawaiian beaches. Method founder Adam Lowry told the New York Times that the new bottle was designed to gain consumers’ attention and educate them on the plastic pollution in the ocean that is currently harming marine wildlife.

“We want to create a conversation about recycling plastics,” he said. “The real objective is to make the point that we ought to work with plastics already on the planet.”

Method has done a good job of starting the green conversation with consumers and has followed it with the action of using 100% recycled plastic for their packaging. As stated on the company’s website, “Our challenge is to make sure that every product we send out into the world is a little agent of environmental changes, using safe and sustainable materials and manufactured responsibly.”

As American consumers are starting to hold more companies responsible for sharing and producing the results of CSR commitments, Method’s strategy of communicating their sustainability practices with consumers is a good one. Their cause is a perfect fit for their brand promise.

According to 2012 Cone Communications Corporate Social Return Trend Tracker, 82 percent of consumers say they are more likely to purchase a product that clearly demonstrates the results of the company’s CSR initiative. Consumers want to see more brands’ CSR efforts instead of just hearing about their aspirations.

Within the next year, human rights, workers’ rights and climate change are expected to be the top three sustainability priorities for companies. How does your brand intend to demonstrate sustainability in those areas?

About

Brad is an expert in private label and challenger brand food marketing for Barkley, an integrated marketing and advertising agency. He specializes in working with manufacturing-driven food companies that have aspirations to develop a consumer insight-led strategies to help drive innovation and growth.

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