Avoiding Green Marketing Myopia - J. Ottman Consulting

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© TODD DAVIDSON PTY LTD—GETTY IMAGES This article was published in the June 2006 issue of Environment. Volume 48, Number 5, pages 22—36. © Heldref Publications, 2006. http://www.heldref.org/env.php
IN 1994, Philips launched the “EarthLight,” a super energy-efficient compact fluores- cent light (CFL) bulb designed to be an environmentally preferable substitute for the traditional energy-intensive incandescent bulb. The CFL’s clumsy shape, however, was incompatible with most conventional lamps, and sales languished. After study- ing consumer response, Philips reintro- duced the product in 2000 under the name “Marathon,” to emphasize the bulb’s five- year life. New designs offered the look and versatility of conventional incandescent light bulbs and the promise of more than $20 in energy savings over the product’s life span compared to incandescent bulbs. The new bulbs were also certified by the W AY S T O I M P R OV E C ON S U M E R A P P E A L F OR E N V I RON M E N TA L LY P R E F E R A B L E P R OD U C T S by Jacquelyn A. <strong>Ottman</strong>, Edwin R. Stafford, and Cathy L. Hartman
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Avoiding Green Marketing Myopia - J. Ottman Consulting

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