In episode 9, the latest in our ongoing series of guest-centric features, we’re pleased to welcome Al Iannuzzi to the podcast. Al is Vice President of Sustainability at Esteé Lauder Companies. Al has made his career as an Environmental, Health, Safety and Sustainability Executive and author, and has over 30 years of experience as a subject matter expert in the EHS&S field. His 2017 book ‘Greener Products’ is a must-read – insightful, engaging and a fitting accumulation of the wealth of knowledge Al has picked up in his career. In this episode, Al, Neil and Jim discuss what product managers should be paying attention to right now, how they can cut through the noise and get to the route of the matter at hand – and what the true goal of ‘greener’ products should be. In this Episode Shelley: Al, as you know, our listeners are product managers and others who have a role developing sustainable products. You're active in this space; you teach, you write, and you work in this space. Right now, what do you think is the most relevant thing for our listeners to know? [01:00] Al: I have done quite a bit of research on making products more sustainable or greener. Whenever I speak, I like to say this: There's no such thing as a green product. And the reason I say that is if you think about a product, like think of the greenest product in your mind right now, and what I typically tend to think about are, like 7th generation products or Method products, because I think of household laundry detergent or dish detergent, those type of things. And those products are very sustainably minded when it came to bringing them to be. But even those products can be improved. If you think about the raw materials it takes to extract from the earth and the manufacturing of those raw materials and then further manufacturing and then transportation to distribution centers and then from there to the place where it's being sold, the use phase of the product, and then the end of life of the product and the packaging, there are improvements that still could be made for a product that some people would call green. [01:15] What does green mean anyway? There's no obvious definition for green, so that's why I say there's no such thing as a green product, because every product can be improved. That's why in the book that I wrote called Greener Products: The Making and Marketing of Sustainable Brands. I call it greener. It's a journey. And you can always make a product or a process more efficient, better. The other thing I like to focus in on is when it comes to product developers, is that a lot of people are in different places when it comes to thinking how important sustainability is to bring a product to market. But perhaps the strongest case for product developers to get their mind around is future trends. And there is a study by the consulting firm McKinsey. They actually wrote this book called Resource Revolution. I cite that in my book. Some of the things that they are stating will happen is by 2030 there will be 3 billion more people in the middle class and primarily that will be coming from India and China. Anybody who's visited those countries, you see tremendous growth. And if you think about the growth of the middle class, so what does that mean? People coming into more prosperity, so they have more availability, more income to spend on things besides just basic living needs, right? So that means that these 3 billion people moving into the middle class are going to want the same thing that the listeners have. They're going to want cars, they're going to want cell phones, they're going to want iPads, TVs, you name it, new clothing and home goods. With all of that, it's more difficult to extract material...