How Nike Reduces Toxicity to Balance Consumer Needs with Enhanced Corporate Reputation
10:57 pm in Uncategorized by jottman@greenmarketing.com
Toxicity affects products at every stage of their life cycle, so naturally, reducing toxicity is good for business. It reduces the liability associated with rights to workers, 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.
One company that recognizes the importance of this is Nike, who 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’s knows that their consumers are focused on maximum performance. So, focusing on increased performance in ads instead of health benefits. Though the Nike brand gets a halo from the initiative, which in turn builds a stronger company reputation, and positions Nike as a leader in sustainability, with all the corporate benefits that accrue to happier employees, investors and other stakeholders.
Note: This 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 Bakelmun contributed to this post.










































