Client: A Leading Multinational FMCG Company.
Context: A project aimed to identify new opportunity territories for a green home detergent, within an evolving cultural landscape of sustainability.
Tension: Sustainability in household products is often communicated through standardised and predictable codes, making it difficult for brands to differentiate.
Green positioning risks becoming generic, reducing its ability to create real engagement and perceived value.
Insight: The analysis revealed that eco-friendliness is interpreted through a range of cultural codes, not all equally meaningful or relevant to consumers.
Emerging expectations go beyond functional or moral claims, integrating ideas of effectiveness, transparency and everyday usability.
Implication: This opened the possibility to redefine the positioning of a green detergent by combining sustainability with more grounded and relatable value propositions.
Rather than relying on conventional eco-codes, the brand could activate more contemporary and credible expressions of sustainability.
Impact: The project led to the definition of the core values of an ideal eco-friendly home detergent, identifying new positioning directions aligned with evolving consumer expectations.