Sustainable Chemistry and Brand Positioning
28 October 2016
by Kate Sellers
What is “green” or sustainable chemistry, anyway?
Neither scientists nor the marketplace offer a consistent definition. That lack of common definition and the corresponding lack of standard protocols for implementing or measuring a sustainable chemistry program can cause confusion and make it difficult to know where to start in designing a sustainable chemistry program. But it also provides an opportunity to design a program that pertains directly to a company’s goals and products.
This paper uses two definitions provides the vocabulary and context for this white paper, however in practice, the working definition depends in part on a company’s business goals. Look more closely, and the definition of green chemistry that supports a company’s business goals depends on the position of a product within the supply chain, and the aspects of sustainability that are important to stakeholders as a result. Analysis of these factors as described below will lead to the development of a right-sized sustainable chemistry program.
This white paper explores how greener chemistry can achieve real sustainability goals and also serve to position a brand in the marketplace, and provides benchmarking perspective on implementing a successful program.
Download ERM's paper on sustainable chemistry and brand positioning (199Kb PDF)