Why should businesses invest in developing more environmentally friendly products like sustainable bio-based plastics? Because most consumers – not just in the U.S. but around the world – will choose more sustainable products if they are available at comparable cost.

A new article by John Viera (Director of Sustainable Business Strategies at Ford Motor Company) explains why smart companies are investing in the development of more sustainable products – because the companies that produce more environmentally friendly products affordably are the companies that will survive and prosper.

He says: “Sustainability concerns (whether they are social, environmental, or economic) have become a common denominator across the global marketplace. If a company wants to compete on the global stage, it’s no longer enough merely make good products.”

Here’s the key takeaway for Maine companies:

“There are two key lessons here for businesses. First, few people are willing to pay more for a product just because it’s more environmentally friendly. The second lesson is more uplifting and should serve as a challenge to all companies — if your company can offer a product that is more environmentally friendly at no additional cost, the majority of buyers will choose your product over your competitor’s. This holds true not just in the U.S. and not just for cars, but for just about any product sold anywhere.”

The full article is here on GreenBiz: http://www.greenbiz.com/blog/2012/02/15/why-designing-goods-global-market-give-green-boost

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