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Challenge the status quo with biological detergents
Study highlights opportunity for brands to increase US consumers’ willingness to pay
Panelists equated “lower carbon footprint” with better for the environment, climate change, [use] less fossil fuels, green and recycle. However, as stated earlier, this purchase preference is only trigged if the primary attributes of cleaning performance and price are met. This is critical as US brands traditionally, have only focused on either “being powerful” or “being green”—letting go of a critical market opportunity.