Ryan: Eco-brands must use design as a Trojan horse for mainstream adoption
Eric Ryan · method: Adam Lowry & Eric Ryan (2018) · Oct 12, 2020 · at 25:26
Method co-founder Eric Ryan explains the company's early branding strategy in the early 2000s, when mainstream consumers generally believed green cleaning products were ineffective.
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“The only way we're going to make this work is we had to get the mainstream into a green product, and we thought a lot of it as it's a Trojan horse for good. We had to put our green credentials on the back of the bottle and almost kind of hide them.”
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