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I don't know - I think your operative sentence is worth reviewing...
"Consumers want green, but aren't willing to sacrifice to get it." Certainly that can be the case, (and for argument purposes it's necessary to make generalizations) but I think the opposite can just as easily be said.
Mainstreamers may not be enthusiastic about paying a premium, but the argument that sustainable is exclusively expensive is a fallacy to begin with. Sustainable - eco-friendly - processes are certainly less expensive (in the long-run). It drains much less on my resources to float causally through the city at 20 mph, while the herky-jerk of racing cars pull gas, create stress in drives, and increased fumes, plus wear and tear all by jocking for position between lights. I don't trust quick goods with cheap prices, there's too often a string somewhere.
You're right, innovators are challenged (and we hope meeting those challenges in order) to do just what you say - invent sustainable goods and services that are a clear win win win for all. This includes the pocket-book (consumer concern), the convenience factor (how out'ta the way do I have to go for this?), and all stakeholders (markets, suppliers, investors, and the environment).
Quality isn't dead. And for that matter quickness isn't the only cool. I venture to say, especially when you consider generation Y, that an emerging appreciation for the 'ecology' of life is changing that underlying assumption that people (a) can't find ways to produce without polluting; and/or (b) aren't willing to sacrifice a little today to save toward a sustainable future. I believe we are, and I too feel motivated. And I do think you're right, Sunchips isn't (or shouldn't be) done yet.
Big news yesterday. Sunchips decided to phase out its compostable potato chip bag http://freakonomics.blogs.nytimes.com/2010/10/06/green-noise/
Word is, the bag was so noisy, it put people off their chip-eating experience.
Whether you think that's a crime (a small price for progress!) or a win (damn those tree huggers anyway!), it underlines a key insight of green innovation. Consumers want green, but aren't willing to sacrifice to get it.
Personally, I believe this is an incredible motivator. Innovators really need to sharpen their pencils and hammer out solutions that are SIGNIFICANTLY better than their non-green brethren.
As for Sunchips? I think it's a wonderful example of failing fast, and failing forward. I'll watch the news, but I don't expect them to quit their quest for a compostable bag. Here's to the next (much quieter) iteration of the bag!
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Chris,
Thanks for the insightful feedback.
You certainly open a can of worms when you talk about whether green is more or less expensive than non-green.
I believe that generally (there's the 'G' word again) we're dealing with preconceptions with green cost that are very much out of date. Unfortunately, consumer preconceptions die hard. And if consumers think green is more expensive, many of them will stop their search for green products then and there.
I also believe, as you do, that there is a generational shift happening. Gen Y's are buying experiences over things, and buying better, greener, and more consciously. Unfortunately, our mandate is to significantly shift the economy in a generation. Can we wait for Gen Y's to take the helm, or will that be too late?
Keep the great comments coming.
Cheers
M
sorry to switch topic, but did you read how vegetables and fruits and healthy foods will soon be using junk food packaging? i think it's brilliant!
http://www.nytimes.com/2010/09/26/magazine/26fob-consumed-t.html
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Aly,
thanks for the great feedback.
You provided a great story link. Yes, it is strange (but strangely logical) how 'good' food is more palatable when it's packed like 'bad' food. But humans are complex and weird and often hard-wired for less than ideal results. That's why this field of green innovation is such a lively, dynamic one.
Keep us posted on any new links you may have. Always looking for good new stuff.
Cheers
Marc
Clean green low cost food is possible with Keshava Krishi
http://agropedia.iitk.ac.in/?q=content/keshav-krishi-alternative-sustainable-...
- member since: 01/30/2010
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Not quite sure what this has to do with SunChips potato chip bag. But thanks for the post, nonetheless.
Cheers
Marc
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