Beyond the tree-huggers

Interesting interview with the founders of Method at Grist (via PSFK), makes a point I agree with about getting beyond the “eco” sell:

We’re not the first company to think cleaners should be green, but we are doing them in a way that makes them accessible both from a price-point standpoint and from a design/aesthetic standpoint to everyone else who isn’t this sort of tree-hugging granola — forgive the expression …

One of the big goals with Method, and why design and sustainability are inextricably linked in our brand, is that if you don’t have the design element, you’re only going to appeal to people who are already green, so you’re not actually going to create any real environmental change …

This actually comes up in Buying In, and Method is an example. I would venture to say that most Method buyers are more motivated by the style factor than by the eco factor. And that that’s just fine.

Also I wrote about Method in Consumed,  February 29, 2004.