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When a bleach company cries 'sustainable'

Posted on June 14, 2008

By Ashley BraunMore green biz reporting from the Sustainable Brands '08 Conference. Even the Clorox Company, with $4.8 billion in sales last year, has set out to get a piece of the proverbial green apple pie that the conscious American consumer is becoming. Recognizing that sustainable products are no longer a wee e-niche market, Bill Morrissey, VP of Environmental Sustainability at Clorox, described the company's extensive research on what motivates a consumer's interest in the environment. From these efforts, four key areas emerged: Personal protection -- What's going in me/on me...

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