Green marketing and its paradox: when being green is not enough

Buying a regular detergent or an eco-friendly one may seem like a simple decision, but it hides an uncomfortable paradox. On the one hand, there is the detergent that promises to save the planet, even if it is not exactly effective against stains . On the other hand, there is the one that not only cleans better than any other, but is also sustainable. Which one to choose? This question reveals a common dilemma in green marketing: how much are we willing to sacrifice to be sustainable?

According to the article “How to Market Sustainable Products” by Frédéric Dalsace and Goutam Challagalla , published this year in the well-known Harvard Business Review (2024), sustainable products compete not only on functionality, but also on narrative. Every product tells a story, and that story can be harmonious, dissonant, or even a symphony. To understand how sustainability is intertwined with economic performance, we must learn three key terms: independence, dissonance , and resonance .

In the case of independence , sustainability acts as an additional instrument in the orchestra, without altering the main melody. The product maintains its performance, but adds an ecological nuance. For example, a detergent with natural ingredients that cleans just as well as a conventional one. The difference? A slight premium for those who want to feel greener without compromising their experience.

On the other hand, when we talk about dissonance , we enter the realm of sacrifices. It is the detergent that takes care of the planet… but removes stains a little less. Here, the consumer buys more out of conviction than out of functionality. This model attracts the most committed customers, those who are willing to put up with some discordant notes, i.e. traces of tomato sauce on their shirt, in the name of a good cause.

Finally, there is the concept of resonance , which represents the perfect symphony: products that are not only sustainable, but exceed expectations. It is the eco-friendly detergent that not only cleans, but leaves clothes softer, brighter and more fragrant. In this case, sustainability and performance do not compete; they enhance each other.

So, Pablo, being sustainable alone is not enough? The real key to making an eco-friendly product successful is knowing which model it fits into: independence, dissonance or resonance. Companies must answer these questions when they are in the field of green cause marketing: What story does this product tell? Who is willing to listen to it?

“Green” consumers (i.e. those who love the environment, not those with sexually deviant thinking) will accept certain dissonances in the name of the planet. “Skeptics,” on the other hand, will only yield to impeccable resonance. So, beyond marketing, the challenge is in R&D: developing products that not only save the world, but also clean clothes .

And by the way, did you know that detergents have almost a military origin? During World War II, the shortage of animal and vegetable fats to make traditional soaps led to the development of synthetic detergents. Initially, they were designed to clean industrial machinery and military equipment covered in oil .