When applying the ever-widening global embrace of green products and services, the shift appears to look like this: we've gone from ECO-UGLY (ugly, over-priced, low-performance, unsavory yet eco-friendly versions of the ‘real thing’) to ECO-CHIC (eco-friendly stuff that actually looks as nice and cool as the less sustainable originals) to now ECO-ICONIC:
ECO-ICONIC | "Eco-friendly goods and services sporting bold, iconic markers and design, helping their eco-conscious owners show off their eco-credentials to their peers.
At the heart of ECO-ICONIC is a status shift (isn’t there always?): many consumers are eager to flaunt their green behavior and possessions because there are now millions of other consumers who are actually impressed by green lifestyles.”
And what does this all mean? Basically, the branding of eco-goods and services is entering a whole new phase...How so? After all, what could possibly be added to the heaps of info out there dedicated to one of the world's biggest tasks at hand: moving from wasteful, polluting economies to sustainable ones?
Well, it appears that we have finally reached the so-called green 'tipping point' with ‘eco awareness’ being embraced not just by treehuggers and celebrities, but by sizable parts of the global middle classes. A tonne of consumer-oriented products are coming on to the market and over the next 12-18 months there will be a whole lot more opportunities opening up to dazzle and impress the design asthetics of the Scuppies.
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