The Clorox Company says it wants to transform itself into a company focused on health, wellness and environmental sustainability. My first impression was scepticism believing this is another attempt by a major company to latch onto a marketing trend. It turns out I was wrong to be sceptical.
Chief Executive Don Knauss plans a major push towards personal products with the first step being the purchase of lip balm and lotion maker Burt's Bees for $925 million. Knauss is also launching a line of natural cleaners under the label Green Works. Green Works cleaners are made from 99 percent natural plant-based ingredients and perform as well as conventional cleaners. And Green Works bottles are 100 percent recyclable.
These are exciting developments for a company that has not launched a new brand in 20 years. But how does Clorox intend on transforming its current product line up to fit this new image? How will Knauss make such major revenue producers as Clorox Bleach and Glad plastic trash bags environmentally friendly?
Regarding Clorox bleach, it turns out that the brand's least earth-friendly aspect is not the liquid in the bottle but the bottle itself. Much to my surprise, Clorox liquid bleach breaks down quickly once down the drain, primarily into salt and water. The same cannot be said for plastic trash bags -- which will never break down no matter how long they sit in the landfill. To credit Clorox though, Glad bags have been re-engineered to use less plastic and the plastic that is used in manufacturing is entirely recycled. The ultimate environmental solution for plastic trash bags has more to do with consumers (who should use less or none of them) than Clorox.
While no company is perfect, Clorox has a solid track record in environmental practices. Maybe transforming this 100 year old company will not be so difficult after all. link
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