Why green cleaning can be a tough sell

09/12/2012 | MediaPost Communications

Green cleaning is a boom industry, but consumers are growing more skeptical of manufacturers' claims, says Packaged Facts editor David Sprinkle. That requires marketing that communicates sustainability without distracting from the products' fitness for purpose. "With cleaning products, marketers who have truly 'green' and truly effective products need to prove both points," Sprinkle says.

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