Designed to clean clothes effec tively in cold water

designed to clean clothes effec-
tively in cold water. About 80 to 85
percent of the energy used to wash clothes
comes from heating water. Working with
utility companies, P&G found that con-
sumers could save an average
of $63 per year by using cold
rather than warm water.^''
Adopting Tide Coldwater
gives added confidence to
consumers already washing
in cold water. As energy and
resource prices continue to
soar, opportunities for prod-
ucts offering efficiency and
savings are destined for mar-
ket growth.
Health and Safety
Concerns over exposure to
toxic chemicals, hormones,
or drugs in everyday prod-
ucts have made health and
-1 safety important choice con-
siderations, especially among
vulnerable consumers, such
as pregnant women, children,
and the elderly.'^ Because
most environmental products are grown
or designed to minimize or eliminate
the use of toxic agents and adulterating
processes, market positioning on con-
sumer safety and health can achieve broad
appeal among health-conscious consum-
ers. Sales of organic foods, for example,
have grown considerably in the wake of
public fear over "mad cow" disease, anti-
biotic-laced meats, mercury in fish, and
genetically modified foods.''' Mainstream
appeal of organics is not derived from
marketers promoting the advantages of
free-range animal ranching and pesticide-
free soil. Rather, market positioning of
organics as flavorful, healthy alternatives
to factory-farm foods has convinced con-
sumers to pay a premium for them.
A study conducted by the Alliance
for Environmental Innovation and house-
hold products-maker S.C. Johnson found
that consumers are most likely to act
on green messages that strongly con-
nect to their personal environments.^"
Specifically, findings suggest that the
majority of consumers prefer such envi-
ronmental household product benefits as
"safe to use around children," "no toxic
ingredients," "no chemical residues." and
"no strong fumes" over such benefits
as "packaging can be recycled" or "not
tested on animals." Seventh Generation,
a brand of non toxic and environmen-
tally-safe household products, derived its
name from the Iroquois belief that, "In
our every deliberation, we must consider
the impact of our decisions on the next
seven generations." Accordingly, its prod-
ucts promote the family-oriented value
of making the world a safer place for the
next seven generations.
Indoor air quality is also a growing
concern. Eumes from paints, carpets, fiir-
niture, and other decor in pooriy venti-
lated "sick buildings" have been linked
to headaches, eye, nose, and throat irrita-
tion, dizziness, and fatigue among occu-
pants. Consequently, many manufacturers
have launched green products to reduce
indoor air pollution. Sherwin Williams,
for example, offers "'Harmony," a line
of interior paints that is low-odor, zero-
VOC, and silica-free. And Mohawk sells
EverSet Eibers, a carpet that virtually
eliminates the need for harsh chemical
cleaners because its design allows most
stains to be removed with water. Aside
from energy efficiency, health and safety
have been key motivators driving the