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Environmental Demand Drives Eco-friendly Products

As public demand for eco-friendly products increases, businesses rush to fill the gap with "green" products touting a lower carbon footprint. Spencer Michels reports on this growing development.

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  • PRODUCT SELLER:

    It's made out of kasha and nigovda (ph), so it grows back within 10 years.

  • SPENCER MICHELS:

    Even traditional companies are hoping aboard the green bandwagon.

  • TV COMMERCIAL NARRATOR:

    From nature comes Green Works, natural plant-based cleaners from Clorox.

  • SPENCER MICHELS:

    Clorox, the Fortune 500 company that makes bleach, is investing heavily in Green Works, a new line of natural, biodegradable cleaning products.

  • DON KNAUSS, CEO, Clorox:

    The all-purpose cleaner is obviously the clear leader right now.

  • SPENCER MICHELS:

    Don Knauss, Clorox's CEO, and Carl Pope, executive director of the Sierra Club, formed an unlikely alliance when Pope's environmental organization in effect endorsed Green Works.

    Clorox's Knauss says his company thought about green products for five years before deciding the time was ripe. They used focus groups to figure out what potential consumers wanted.

  • DON KNAUSS:

    I want to feel like I'm doing the right thing, but — and, oh, by the way, it better be convenient. Don't try and change my behavior radically.

    CARL POPE, executive director, Sierra Club: And we thought it was important to say that green is not a niche thing. Green should be for everybody. And we thought this was an opportunity to have a green product that everybody is going to — you know, people have to clean their houses.

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