Enabling Consumer Demand for Green Products : Generating Bottom-up Demand
With an increased focus on environmental impact of industrialization, most organizations are trying to take-up initiatives to improve their 'Green Image'. Most of these initiatives have been in trying to reduce the energy consumption in their facilities/operations. While these initiatives are good, we all know that these are not 'good enough'. To drive real environmental consciousness through the society, there needs to be a way, to generate the need to be 'Green', ground-up. What this implies is that business leaders/goverment leaders should help create an environment where 'Green' Products are made attractive to consumers and there is ground-up demand generated for 'Greener' products. This will make manufacturers see an incentive to reduce their carbon footprint or in other words make their products greener.
As could be seen from the deliberations at the Copenhagen Summit on climate change, any effort towards securing sustainable efforts for controlling climate change is still looked as a top-down effort. The success of capitalism as a form of social structure proves that a sustainable model can only be achieved through a largely bottom-up demand fulfillment, incentivized by a due framework of reward for performance through top-down legislations/corporate environment. If we apply the same logic of bottom-up demand generation and fulfillment to the area of climate change and Green products, the foremost effort has to be able to create a demand for Green products through a strategy of
· Educating consumers about the availability of green products
· Branding using the carbon footprint of the products
· Providing the right infrastructure for measurement of carbon footprint
· Incentivizing Green Products by providing incentives through appropriate legislations
In spite of the increased awareness of environmental impact of technology today, the level of awareness about Green products itself is not very high. To increase the awareness about green products, brand owners have to bring the carbon footprint into the core branding strategy. This would mean that the CPG companies have to be able to communicate the carbon footprint of the product to the consumers in an articulate and indisputable way. This requires a formal framework for measurement of the carbon footprint of products and then a appropriate IT system geared to be able to measure and track the carbon footprint at an SKU level. With SAP being the primary ERP system in CPG industry, with the ability to provide a view of all the energy consuming activities from sourcing, to manufacturing, to warehousing, to shipping and other overheads, it could potentially provide the ability to track the carbon footprint of products.
In combination to above, if the government agencies are able to bring in legislations to provide the appropriate incentives for CPG companies to promote green products, we could have a winning formula for giving a boost to climate protection effort.
Watch out for the next post to see how SAP can provide an appropriate infrastructure for tracking carbon footprint across the supply chain.



