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Jan/san manufacturers have been producing environmentally preferable (green) cleaning products for more than 25 years. Some of these products have found great success, while others have struggled to gain traction.

This pattern has persisted for several years, notes Steve Ashkin, the leading advocate for green cleaning and sustainability in the jan/san sector. According to Ashkin, "there are so many variables, it's hard to determine why this is."

However, a little-known study published in 2021 may provide some insights. Conducted in the Netherlands, the study involved 148 professional (B2B) purchasers of cleaning products. The study identified four key differentiators that distinguish successful manufacturers from their competitors.

1. Green Corporate Image: These manufacturers have established a reputation for being environmentally friendly and sustainability-focused, including implementing their own measures to reduce waste, water, fuel, and energy consumption. Their commitment to health and the environment is central to their identity.

2. Quality Green Products: Successful manufacturers offer cleaning products that are proven to be effective, easy to use, safe, and certified green. Professional purchasers also evaluate whether these products are highly concentrated to reduce transportation needs and greenhouse gas emissions, and if they are packaged in materials that are both recycled and recyclable.

3. Product Pricing: B2B purchasers do not choose one green product over another, or even a conventional product over a green one, solely based on price. The study suggests that customers assess whether the price difference is "reasonable, acceptable, or justifiable." While green product pricing today is comparable to that of conventional cleaning products, even if they are more expensive, purchasers are often willing to pay extra if they believe these products offer health and environmental benefits.

4. Salesperson Green Expertise: When salespeople demonstrate strong expertise regarding green cleaning and environmentally preferable products, they build trust with their customers and can positively influence their purchasing decisions.

"This last point is critical," adds Ashkin. "Green-focused distributors invariably are the most successful at selling green cleaning products."