Clorox had big hopes for its “Green Works” line when it introduced it in 2008, promising it would “move natural cleaning into the mainstream.” But thanks to the recession, that hasn’t actually worked out, the New York Times reports; Green Works sales have fallen from more than $100 million to about $60 million this year, and loads of similar brand-name green options have followed suit, as consumers tighten their belts.
“Every consumer says, ‘I want to help the environment, I’m looking for eco-friendly products,’” said one consultant. “But if it’s one or two pennies higher in price, they’re not going to buy it. There is a discrepancy between what people say and what they do.” The impact has been especially noticeable on brands from big companies like Clorox—one analyst says that while green product sales overall are down, independent brands such as Seventh Generation and Method are holding their own and even gaining market share. (Read more going green stories.)