Green credibility

Ask your average consumer about 'green' cleaning products, and the same concern will probably be raised: do they really work as well? Enter Clorox (yes, that's right, the bleach people). Their new 'green works' range is launching in the US this week.

Ok, it can be hard for mainstream companies to prove their green credentials, but this makes me think of the opposite problem green companies face - proving they can compete with the mainstream. I should imaging the majority of consumers will privilege cleaning effectiveness over environmentally friendliness - the latter being a nice add-on where it can be had.

Are our purely green products short lived? Once a benchmark is set, will consumers prefer the environmentally-friendly big brand to the one with purely eco credentials? I guess we'll see how Green Works sells...