Case Study

Case Study: Levi Strauss & Co. Exposes Its Environmental And Social Responsibility

A Global Vision For E&SR Product Strategy Drives Product Differentiation

May 19th, 2009
Sally Cohen
With contributors:
J. P. Gownder , Dan Wilkos


Levi Strauss & Co. has engaged in concerted environmentally and socially responsible (E&SR) product strategies since the early 1990s — but it rarely informed its customers of its market-leading E&SR behaviors. Over the past two years, Levi Strauss & Co. has made strides in exposing some of its eco-friendly and socially responsible product attributes. By increasing the visibility of its E&SR product strategy to consumers, Levi Strauss & Co. achieves product differentiation among both a small, lucrative group of consumers who care most about E&SR and also a more mainstream audience of consumers who are interested in both the environment and their wallets.

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