Green seems to be the buzz word of the day as well as organic. There are benefits to both ideas and it is hoped that this will help us, and the earth all. Clorox, headquartered in Oakland, California has started a new line of green cleaners, called Green Works. This is a big change for a company that has been a cleaning powerhouse company for decades, with a whopping 41% of market share. Best known for its bleach, 409 and Pine Sol, this change of tact is a watershed change of course. They also make diverse well know products such as STP auto care products, Glad plastic bags, and Hidden Valley salad dressings, as well as Brita water filers and Liquid Plumber. Not what you would call a green company at first blush.
There are about four major reasons that the market for green cleaning products has been slow to grow. There is the perception that they don’t work as well as the conventional ones, that they cost more, that they have to go to special stores to get them, and there is no brand they trust. Clorox should have all of those issues covered and has gotten into the market, which should help grow this segment.
While the overall $2.7 billion dollar cleaning products market is not growing, the green products segment is. As the green products market has risen 23% between 2006 and 2007, Clorox has been doing its own research and decided to enter this market after deciding they could meet and exceed people’s concerns and produce effective 99% natural products. In Santa Cruz there is a strong movement for organic and green. Probably there is more general interest in building green, which is getting print. Most local stores in Santa Cruz have organic foods, and green cleaning products. So for Santa Cruz, this is an easy choice to make, but in many parts of America, it is not.
When I have a home cleaned in preparation for sale, I let the cleaners choose their products of choice. I am sure they make their choices based upon effectiveness and cost. If the clients have any special health concerns, I pass that on to the cleaners so they take into account the cleaning products they use. Some people I have known have severe allergies, and very carefully choose which products they use in their home. Most will lean towards those products they consider natural. The real estate market has seen a few green housing developments, but I am not aware there is any restriction on what types of products that you need to use to clean them, green or not.
While one of the other major competitors of Clorox that purchased Tom’s of Maine, Colgate-Palmolive, does not tout its ownership, Clorox plans to prominently display its brand identity to assure confidence. The Clorox brand is well recognized and it considered a plus as they will be developing this line in house. To further the confidence it has gotten the blessings of the Sierra Club and will use it’s logo on the product as well. Interesting bedfellows, we’ll see how plays out. You may notice another competitor running lots of ads now touting their “green products” as well, Johnson and Johnson.
The segment of consumers they hope to attract, are not now likely using green products. They hope to have more mainstream buyers switch over from the conventional products. As we have more choices of organic and green products, it is up to all of us to continue to make individual choices to better our world. We often start these choices from a financial stand point. Whether we buy a car with better gas mileage, because of the rising cost of gas, or decide not to eat a fish that has been over fished, recycle to help lessen green house gasses, it all starts with us. You and I make a difference when we act individually. Our purchasing choices are clearly felt in corporate America. Buy local and buy green, and buy organic in a store near you. Some local stores to do so are New Leaf Markets and Staff of Life.
If you are looking for a green home, send me an e-mail, gregg@propertyinsantacruz.com, and I’ll help point you the choices in our area.
Rate this Post!
Share this Post
Print
Social Bookmarking
Santa Cruz is a vibrant community, located on the north end of Monterey Bay, and is home to artisans, beach goers, hi tech types, and college students. Read More 
Contact Me
RSS Feed
Top Rated
REW Blogs RSS Feed