how the green community is giving birth to new brands - super absorbent diapers
Business may not be great today, but growing awareness of environmental and social issues is creating opportunities for eco-entrepreneurs and their new products and services.
In many cases, new green brands are entering and competing markets dominated by large, multi-brand brands.
National for decades
This is achieved by the green community, a consumer group that has grown dramatically in recent years and has chosen to differentiate itself by buying.
I 've documented many of these brand development experiences in my new book, Gort Cloud, but there are a few stories that don't show up in my book that are particularly notable.
One is a new member of the disposable diaper category.
The diaper industry has been dominated by several key players: Pampers and Luvs from P & G, hug from KimberlyClarke. The first mass-
Johnson & Johnson introduced the production of disposable diapers in 1948, followed by Pampers in 1961.
When parents flock to the convenience and safety of these products, they also contribute to the growth of throwingaway Society.
So far, the number of diapers in the United States is 1970 tons, while the number of disposable diapers is 350,000 tons.
1% of the city's garbage, says Jones's mother.
Another problem is the popularity of adult incontinent underwear, toddler training pants and swim diapers.
When you add up all your usesonce-and-throw-it-
Throwing away what we throw into the landfill is a big problem.
There is even a sport going on in some cities that prohibits disposable diapers.
To reduce the impact on health and the environment, some new Earth and children
Friendly brands have entered the market, including the seventh generation, ecologyCategory leadership;
Nature Care from Sweden
And the TenderCare Plus, the best on Earth, all of the Hain Celestial Group.
These products are different from professional products due to different chlorine content. free, latex-Free perfumefree, TBT-free, etc.
Still, according to an article in Wired, they all end up being stacked and the jury still doesn't know if a one-time cloth is better than a reusable one.
While the cost and availability of these new brands is an obstacle to increasing market share, it is surprising that they compete fiercely with big companies like P & G and Kimberly --Clarke.
This ability to penetrate the seam
The green community and its growing influence have largely driven the growth of the market.
This is especially good-
This is illustrated by a new flush diaper product from GDiapers.
GDiapers has an amazing history of brand development.
This Portland, Oregon is only a few years old.
The US-based company is a manufacturer that can flush diapers and it does not clog the pipes if instructions are followed.
The product uses many wells
Known diaper material, fluffy pulp and super absorbent Poly
Acrylic, but the difference is that the plastic case is reusable when the dirty pad can be rinsed.
The product was carefully reviewed by the Sanitation Department and certified by William McDonough cradleto-Cradle program.
The real story, however, is how they develop awareness in the green community with little marketing money and huge goodwill.
This is a story of gort cloud in action.
Like many emerging companies, the founders of gDiapers began to build awareness in their local communities, in which case the People's Republic of Portland.
The Oregon and Oregon Quarterly reported the story for the first time in 2005.
The product also follows.
In the field of green blog, especially blog Baby and green Media, meta-efficient, green magazine, sustainable industry, three authoritative people, Grist, Lime, IdealBite, find popular articles, it was a success in treehuger in December.
These media channels constitute all aspects of what I call gort cloud, the interconnected, largely invisible community on which green businesses rely (
Instead of a large marketing budget).
This is from these trustworthy ecological resources.
The word is popular in traditional media.
Soon the Fast Company, USA Today, Good Morning America, Market for PRI, Fortune, Time magazine, The Washington Post and The New York Times were picked up
The word has come out, but gort cloud continues to respond to this product through green channels such as Ecorazzi, E Magazine, EcoStilleto, Plenty, and the inhabitfehrenbacher home-facing version, a blog dedicated to future design and sustainability.
Rachel Sarnoff of Ecostiletto has such a statement about gDiapers becoming famous, "another factor in gDiapers is their involvement with non-gDiapers
Healthy Children, Healthy World.
When I was doing PR for HCHW, I met people from dDiapers who just got in touch. This was 2006.
HCHW helps them connect with celebrities to engage and communicate with green people.
"Of course, the exposure also came from celebrity endorsements, which came in the form of a cover story featuring Julia Roberts in Vanity Fair in November 2007.
She found the product through echo.
In the effect of the green community, "I used the seventh generation [chlorine-free, nontoxic]
Finn and Hazel's diaper and then I was opened [plastic-Free, washablegDiapers.
Henry is wearing a diaper. . . .
I would recommend them overall.
But you have to stir that thing!
If you didn't really break it all the way up, it wouldn't go all the way down.
"The Sundance Channel also showed gDiapers in the EcoBiz section of the Green show hosted by Simran Sethi on July.
Today, gDiapers have opened up a modest market in the previously hard-to-penetrate disposable diaper market.
Like other alternative diaper manufacturers, gDiapers force P & G and Kimberly-
Growth in market share.
They might fight back.
Attack with their own green product, just like Clorox does with their green production line, which hit $40
According to treehuger, the market share reached $1 m in the first year.
However, what they need to do is not just hug, they also need to release a baby wipe with a "natural refreshing cucumber and green tea" scent, it contains potassium phosphate, glycerin, polyfat 20, DMDM sea factor, parab Gold, Malate, aloe vera leaf extract, calend flower extract, camellia extract, cucumber (cucumber)
Fruit extract, vitamin A palmitate, corn (corn)
Oils, benzenols, parab Gold, isobutyl gold, spices, and vitamin E present in the form of hydrophenol acetate.
This is usually not the vocabulary of gort cloud.
Gort cloud is the invisible driving force behind gDiapers and other new green brands, helping to change the paradigm.
Gort cloud by a forever
A louder green community that demands new innovation and changing rules.