Greener Products: The Making and Marketing of Sustainable Brands 2nd Edition

“Competiveness in our rapidly changing world is defined by those companies that can get an edge – more market share, better access to raw materials, and most importantly, bona fide brand trust. Greener Products is the corporate decision maker’s guide for developing a tangible and substantial competitive advantage through sustainability marketing strategies. Iannuzzi’s scientifically-informed, evidence-based, field-tested guidance for developing cleaner, safer, healthier and more responsible value chains can help any company emerge as an industry leader. With razor-sharp insight, depth and rigor, Iannuzzi has created the definitive guide to sustainability marketing for practitioners and scholars alike. Greener Products is the Rosetta Stone of eco-innovation.”
―Anna Clark, EarthPeople Media, Dallas, Texas, USA

“This book is for anyone and everyone interested in cutting through the mythology, hype, and often confusion of ‘green products’. Al Iannuzzi has made it his life’s work to encourage the development and uptake of greener, more sustainable products, and this book is testament to his dedication and huge depth of knowledge and practice. What’s particularly great, is that Al has delivered a ‘goldilocks’ book, not too academic, not to light, just right. Read, learn and do.”
―Sally Uren,Forum for the Future, London, United Kingdom

“Iannuzzi has done a great job of making the case that environmental sustainability is no longer a fringe issue in major companies, but needs to become part of their strategic DNA going forward in the 21st century.”
―Gary Cohen, Health Care Without Harm and Practice Greenhealth, Cambridge, Massachusetts, USA

“Greener Products: The Making and Marketing of Sustainable Brands 2nd Edition presents a concise, yet comprehensive overview of the growing field of sustainable product design. Consumers, retailers and government authorities are increasingly demanding that brands and product manufacturers sell products that are safer for consumers and healthier for the planet. Industry is responding to these growing demands – both smaller ‘green’ brands as well as larger international ones. Al Iannuzzi draws off of decades of industry experience to provide a book replete with data and examples that make a strong business case for sustainable products as well as effective approaches to market sustainability to customers. This book is a must read for anyone interested in business and sustainability.”
― Joel Tickner, University of Massachusetts Lowell, USA

“Green is the new black. To say this differently, sustainable products increasingly stand out in the marketplace, translating into faster sales, greater profitability, and deeper brand loyalty. Iannuzzi and his co-authors show the way to this future.”
―Dan Esty, Hillhouse Professor, Yale University, and co-author of Green to Gold

“Greener Products: The Making and Marketing of SustainableBrandsis a practical and highly accessible book for anyone interested in making money, designing and selling better products, or saving the world. Written by a market-savvy eco-business professional, it explains everything from why greener products are desperately needed to how to design, evaluate, and market them. A must read for all business professionals and for environmentalists seeking hope in the rapidly emerging ‘greener’ economy.
― Scot Case, Springboard International, Philadelphia, Pennsylvania, USA

“The first edition of the Greener Products book has been assigned as required reading for my class at Villanova University, “Advanced Life Cycle Assessment & Introduction to Sustainable Product Design,” for the past four years. I am excited to introduce this updated version to my students, which brings to reality the business value and need for greener products. The next generation of engineers will utilize the tools in this book to shape the future of sustainable design.”
―Tad Radzinski, Sustainable Solutions Corporation, Royersford, Pennsylvania, USA

“Your customers’ demand for greener products is growing. Al Iannuzzi’s timely update to his original book brings valuable real world examples of industry leaders and trailblazers who have successfully responded to these opportunities. Greener Products will challenge your current approaches to developing, enhancing, and marketing your products and services. It provides a rich well of information to critical resources in your company’s product research, development, sustainability, marketing, and sales organizations. Successfully applying these lessons can increase the value delivered to your customers, allow outperforming your competitors, and gain market advantage.”
―Gailen A. Hart, Indiana University School of Public Health, USA

“The second edition of Al Iannuzzi’s book Greener Products takes best practices from an array of well-respected organisations from the manufacturing and services sectors who have embedded sustainable thinking into their normal business models – notably into new product development. 3M has also been engaged in our 3P Programme – ‘Pollution Prevention Pays’ for the past 42 years – taking pollution out at source rather than managing it post production. This well-established programme supports this book’s notion that good design is not only environmentally responsible but creates market differentiation and also results in significant financial benefit. Greener Products: The Making and Marketing of Sustainable Brands 2nd Edition is a well thought through, practical book filled with market data from the most responsible sources. Responsible design does make a difference and I am happy and proud to support and endorse this work.”
―Rich Miles, Head of Sustainability for 3M Europe

“Al Iannuzzi’s second edition of Greener Products: The Making and Marketing of Sustainable Brands 2nd Edition is a must-read for any sustainability professional or student who is interested in driving real world sustainability improvements. It covers the complete and necessary spectrum from defining a strategy, using appropriate tools and marketing that is necessary to develop, make, and sell products that are better for the planet and for society. Hands-on examples from companies across the globe are an invaluable source for inspiration and give practical guidance on how sustainability is used a driver for innovation and continued business success.”
― Gerald Rebitzer, Amcor, Zürich, Switzerland

“Greener Products is a go-to guide for why and how to invest in the development and design of products that are inherently safer and healthier for people and the planet. Mr. Iannuzzi demonstrates the value proposition of greener products for small and large companies across a diversity of business sectors, including apparel, electronics, and consumer goods. The case studies in Greener Products highlight how businesses are tackling the sustainability attributes of products across their life cycle — feedstock sourcing, manufacturing, toxic chemicals in products, and recycling. He provides a valuable framework for real-world implementation from design to marketing, complete with caveats on greenwashing. Greener Products is a must read for leaders and learners interested in the latest trends that are shaping businesses large and small across the globe.”
―Mark S. Rossi, Clean Production Action, Somerville, Massachusetts, USA

“Anyone already in or desiring to understand the sustainable business world should have two copies of Greener Products, Second Edition – one to keep as a valuable and inspirational reference, and another to share with others.”
―Sustainable Brands, September 2017

“Competiveness in our rapidly changing world is defined by those companies that can get an edge – more market share, better access to raw materials, and most importantly, bona fide brand trust. Greener Products is the corporate decision maker’s guide for developing a tangible and substantial competitive advantage through sustainability marketing strategies. Iannuzzi’s scientifically-informed, evidence-based, field-tested guidance for developing cleaner, safer, healthier and more responsible value chains can help any company emerge as an industry leader. With razor-sharp insight, depth and rigor, Iannuzzi has created the definitive guide to sustainability marketing for practitioners and scholars alike. Greener Products is the Rosetta Stone of eco-innovation.”
―Anna Clark, EarthPeople Media, Dallas, Texas, USA

“This book is for anyone and everyone interested in cutting through the mythology, hype, and often confusion of ‘green products’. Al Iannuzzi has made it his life’s work to encourage the development and uptake of greener, more sustainable products, and this book is testament to his dedication and huge depth of knowledge and practice. What’s particularly great, is that Al has delivered a ‘goldilocks’ book, not too academic, not to light, just right. Read, learn and do.”
―Sally Uren,Forum for the Future, London, United Kingdom

“Iannuzzi has done a great job of making the case that environmental sustainability is no longer a fringe issue in major companies, but needs to become part of their strategic DNA going forward in the 21st century.”
―Gary Cohen, Health Care Without Harm and Practice Greenhealth, Cambridge, Massachusetts, USA

“Greener Products: The Making and Marketing of Sustainable Brands 2nd Edition presents a concise, yet comprehensive overview of the growing field of sustainable product design. Consumers, retailers and government authorities are increasingly demanding that brands and product manufacturers sell products that are safer for consumers and healthier for the planet. Industry is responding to these growing demands – both smaller ‘green’ brands as well as larger international ones. Al Iannuzzi draws off of decades of industry experience to provide a book replete with data and examples that make a strong business case for sustainable products as well as effective approaches to market sustainability to customers. This book is a must read for anyone interested in business and sustainability.”
― Joel Tickner, University of Massachusetts Lowell, USA

“Green is the new black. To say this differently, sustainable products increasingly stand out in the marketplace, translating into faster sales, greater profitability, and deeper brand loyalty. Iannuzzi and his co-authors show the way to this future.”
―Dan Esty, Hillhouse Professor, Yale University, and co-author of Green to Gold

“Greener Products: The Making and Marketing of SustainableBrandsis a practical and highly accessible book for anyone interested in making money, designing and selling better products, or saving the world. Written by a market-savvy eco-business professional, it explains everything from why greener products are desperately needed to how to design, evaluate, and market them. A must read for all business professionals and for environmentalists seeking hope in the rapidly emerging ‘greener’ economy.
― Scot Case, Springboard International, Philadelphia, Pennsylvania, USA

“The first edition of the Greener Products book has been assigned as required reading for my class at Villanova University, “Advanced Life Cycle Assessment & Introduction to Sustainable Product Design,” for the past four years. I am excited to introduce this updated version to my students, which brings to reality the business value and need for greener products. The next generation of engineers will utilize the tools in this book to shape the future of sustainable design.”
―Tad Radzinski, Sustainable Solutions Corporation, Royersford, Pennsylvania, USA

“Your customers’ demand for greener products is growing. Al Iannuzzi’s timely update to his original book brings valuable real world examples of industry leaders and trailblazers who have successfully responded to these opportunities. Greener Products will challenge your current approaches to developing, enhancing, and marketing your products and services. It provides a rich well of information to critical resources in your company’s product research, development, sustainability, marketing, and sales organizations. Successfully applying these lessons can increase the value delivered to your customers, allow outperforming your competitors, and gain market advantage.”
―Gailen A. Hart, Indiana University School of Public Health, USA

“The second edition of Al Iannuzzi’s book Greener Products takes best practices from an array of well-respected organisations from the manufacturing and services sectors who have embedded sustainable thinking into their normal business models – notably into new product development. 3M has also been engaged in our 3P Programme – ‘Pollution Prevention Pays’ for the past 42 years – taking pollution out at source rather than managing it post production. This well-established programme supports this book’s notion that good design is not only environmentally responsible but creates market differentiation and also results in significant financial benefit. Greener Products: The Making and Marketing of Sustainable Brands 2nd Edition is a well thought through, practical book filled with market data from the most responsible sources. Responsible design does make a difference and I am happy and proud to support and endorse this work.”
―Rich Miles, Head of Sustainability for 3M Europe

“Al Iannuzzi’s second edition of Greener Products: The Making and Marketing of Sustainable Brands 2nd Edition is a must-read for any sustainability professional or student who is interested in driving real world sustainability improvements. It covers the complete and necessary spectrum from defining a strategy, using appropriate tools and marketing that is necessary to develop, make, and sell products that are better for the planet and for society. Hands-on examples from companies across the globe are an invaluable source for inspiration and give practical guidance on how sustainability is used a driver for innovation and continued business success.”
― Gerald Rebitzer, Amcor, Zürich, Switzerland

“Greener Products is a go-to guide for why and how to invest in the development and design of products that are inherently safer and healthier for people and the planet. Mr. Iannuzzi demonstrates the value proposition of greener products for small and large companies across a diversity of business sectors, including apparel, electronics, and consumer goods. The case studies in Greener Products highlight how businesses are tackling the sustainability attributes of products across their life cycle — feedstock sourcing, manufacturing, toxic chemicals in products, and recycling. He provides a valuable framework for real-world implementation from design to marketing, complete with caveats on greenwashing. Greener Products is a must read for leaders and learners interested in the latest trends that are shaping businesses large and small across the globe.”
―Mark S. Rossi, Clean Production Action, Somerville, Massachusetts, USA

“Anyone already in or desiring to understand the sustainable business world should have two copies of Greener Products, Second Edition – one to keep as a valuable and inspirational reference, and another to share with others.”
―Sustainable Brands, September 2017

“With razor-sharp insight, depth and rigor, Iannuzzi has created the Rosetta Stone of eco-innovation. This distillation of best practices provides ample evidence that green marketing can achieve extraordinary results, so long as the practice is embedded into business strategy via intentional design, is clearly conveyed and is easily understood by the target customer.”
―GreenBiz, October 2017

I wrote this book because I believe the world needs to do product development and marketing differently.  With the exponential growth of the middle class in China and India there will be an increased demand for products and there will be tremendous competition for raw materials.  Plus, the environmental impacts from all of these products and their end of life will put stress on the environment.  That;s why the world needs “Greener Products.”  I have included over 30 case case studies of how leading companies are successful at Making and Marketing Sustainable Brands.  You will learn techniques used by great companies on making greener products; the use of score cards, focal areas, LCA and eco-innovation to improve products environmental and social impacts.  Just as important as making your product more sustainable is the marketing of it because; “what good is a greener product if no one knows about it?”  That’s why I dedicate an entire section of my book to marketing methods used by leading companies.  You will learn about market segmentation, understanding what the green consumer is looking for, techniques used to enhance your brand, avoiding green washing, brand purpose and appropriate use of eco-labels.  This book is one of its kind because it combines Design for the Environment with Green Marketing and it is written by someone with 30+ years of corporate experience with product development and green marketing.  I am proud to say that several leading Universities use my book in environmental, sustainability and marketing classes.  Key audiences that I believe will benefit from this book include Corporate EHS and Sustainability professionals, Academics, Students of Sustainability, Marketers, MBA Students and Governmental Leaders interested in catalyzing the reduction of product enviromental and social footprint.  If you would like to contact me please see my web site at greenerproducts.bz or email me at al_iannuzzi@yahoo.com.  I hope you like my book and “Lets make the world a Better Place through Greener Products.”