The new website is live as of April, 2, 2013.
Online retailer WorkingWondersUS has launched a new website designed to give sustainability a clean, modern feel. The first major brand to focus exclusively on green products across multiple home and lifestyle categories, WorkingWonders moves into its next phase of brand development with a major focus on "better" products, and a cleaner, more sophisticated user experience.
"A simpler way of saying 'sustainable' is saying 'better,'" according to CEO Bethann Lederer. "We've always talked about sustainability from a holistic perspective. Sustainable products aren't just better for the environment, they're better for our personal health, better for social equity, and a better value in the long run. Our challenge is to help people understand that going green applies to all of this."
Perhaps most noticeable, however, this green retailer isn't green anymore - at least not the color.
The sustainability market segment is characterized by a common shade of leafy green, something WorkingWonders used to its advantage in the mid-2000s, when going green was a popular item in the news, and a requisite part of both nominees' presidential platforms.
Today, the average consumer is bombarded with messages about sustainability, and major retail brands are skillful at green-washing their image, a term referring to the use of green-colored packaging and advertising in order to make conventional products appear sustainable. In short, green's identity is compromised.
"We still have better products," notes Lederer. "It's time for them to compete on a mainstream level."
WorkingWonders moves beyond the typical perception of green retail with their new website, achieving a sophisticated mainstream appeal. At the same time, the presence of the company's Green Guide™, their (multi-colored) proprietary information system for evaluating products, is bolstered on every product page. This means sustainability information is given where it matters most, at the product level, to help consumers make informed purchases.
So from now on, sustainability doesn't have to be green. And according to WorkingWonders, it might even be better if it's not.