Pi-Consulting

Green attitudes represent a special problem for the parents of young babies. All those disposable diapers! They take years to biodegrade, yet a depressing, evil-smelling bulk of them just gets taken out with the trash, and ends up in landfill sites. Enter the gDiaper, which comes in cheerful bright colors, keeps baby snug and dry, and… saves the planet! Not that that last bit is the overt selling point for this new eco-friendly product, it’s more kind of understood. gDiaper’s marketing team want their brain-child to be seen as “The Toyota Prius of diapers”. As recently pointed out in Environment magazine, “Many eco-friendly products fail precisely because companies… put too much emphasis on the planet-saving thing. To reach the mainstream, (talk) attributes that any product needs: cost-effectiveness, convenience, status”. Seems green-minded attitudes are now so widespread, they no longer represent a marketing platform. Ho hum, so you got a green product. What else you got? (Source: New York Times, Pi)