The greening game: makers of cleaning products and detergents seek the sweet spot between products that are green and products that clean

Major cleaning product companies are following niche marketers in the green market with the introduction of products that respond to consumer demand for greener cleaners. These companies include Clorox, Henkel, and Colgate-Palmolive. Visibly absent is Procter & Gamble who is careful not to make sustainability claims that are not backed by science.