Sanya Arts Space

Toxicity affects products at every stage of their life cycle, so naturally, reducing toxicity is good for business.  It reduces the liability associated with worker rights, and via alternatives that are safer to handle, can enhance productivity and cut workers’ compensation claims.  And of course, there’s the opportunity to market to the growing number of mainstream consumers looking for safer alternatives.

Nike aims to eliminate noxious adhesives with its Considered line which is targeted towards “deep green” consumers with innovative design that eliminates the need for excess lining and reinforcement.  Compared to Nike’s established lines, the manufacturing process reduces solvent use by 80%.  To strengthen corporate responsibility, Nike is now incorporating the principles of the Considered line into other products, such as Air Jordan XX3.

Nike knows that consumers are focused on maximum performance, so they focus communications on increased performance rather than on health. However, communications targetted to employees, investors and other important stakeholders do discuss reduced toxicity, and as such enhanced their brand and corporate reputation.

Note: This blog post is excerpted from Jacquie Ottman’s soon-to-be- published book on doing green marketing right. Learn more and sign up to be notified of its release by linking here.

Ashley Blakemun contributed to this post.