The profits are showing that Clorox Green Works is working, at least in the sales department. As one of the first big name brands of environmentally friendly cleaning products, it’s set to make over $40 million in 2008, according to the San Francisco Chronicle.
The Chronicle equates Clorox’s success to keeping its existing brand name on the label for these new products. This can be important, since some consumers are reluctant to try products made by manufacturers they’re not familiar with. Promises that they help out Mother Earth and protect the users from toxic chemicals are not enough to encourage them to buy Joe’s Eco Floor Soap.
Along this same vein, consumers of Green Works seem to differ from those who head to the natural food store to buy their environmentally friendly soaps and potions. (These are the people that have been using Joe’s Soap for the past ten years.) This proves that new consumers are turning to the green side of the spectrum. It’s not just existing consumers changing their product choices. So get on the green train and hang on.