Having been invited to guest lecture at Marketing Week’s ‘Green Innovation & NPD’ conference, Brett McGregor posed the question to the audience “who really cares about saving the planet?” Put simply the answer is that everyone and no cares, that green-washing brands seems to be the right thing to do in the present climate, yet few marketers appreciate that their brands’ competitive advantage could be a lot stronger if they translated green benefits in to ‘me benefits’...tangible benefits that the consumer can derive for themselves. For example, detergents have had to address ‘green’ due to their impact on the ecosphere... but in asking consumers to use less energy in their wash by ‘turning to 30’, the consumer derives an immediate and personal benefit.