Half of Americans say they want to buy green products, but don’t. As the market has become more crowded – and the offerings more complex – consumers have also become more sophisticated. While the payout for successfully launching a new product as green can be substantial, getting there requires a unique approach.

Consumer habits are slow to change and their purchase interest in everyday goods is relatively stable over time regardless of macroeconomic conditions. The same principles that guide new product innovation decisions during normal economic times are relevant during recessionary times too. However, there are important clues on how to think differently about innovation when times are tight.