In a recent interview with Forbes.com, Brad Casper, Dial’s CEO, discussed his company’s sustainability initiatives.
“Being environmentally friendly has become a business imperative.,” Casper said. “It really has. We need to look at our innovation pipeline and have to look at almost every initiative – let’s make sure we’re not making the environment worse, but better off. What is it that we could do? Is there a source-reduction opportunity here?”
In a strange comment – considering the way companies are being slammed for taking regular products and giving them a green tag – Casper explained how he recommended the R&D team look into the environmental benefits of a certain instant-foam pump soap.
Casper said, “It rinses very quickly, so I said, ‘it’s not just efficacious, it’s efficient.’ They did the calculations. Sure enough it is. Now something that’s also efficacious is also very ‘green.’ ”
Seven in ten Americans either “strongly” or “somewhat” agree that when companies call a product “green” (meaning better for the environment), it is usually just a “marketing tactic,” according to a recent Ipsos Reid study.