Wal-Mart changes the game

Wal-Mart’s announcement today that they are planning to make the "social and environmental impact" of the products in their stores easily visible to customers is certainly interesting and the most visible evidence so far that I may be on to something with my Transparency Principle™.

Not only does Wal-Mart create a new way to differentiate their shopping experience on a basis other than price, they will likely save money and lower costs for customers over the long run. Their tag line, “Save money, live better.” certainly takes on a new dimension.

I think a bigger ramification is the legitimization of a new paradigm for consumer brand differentiation. Clever brands will find a way to lessen their footprint and get paid for it when consumers vote with their purchase decisions. Sure beats trying convince someone your laundry detergent is better because it contains "fluorescent whitening agents." This initiative could eventually do more for the environment than any governmental regulation.

Do you think Wal-Mart will succeed in forcing/enlisting other retailers to play ball with the same rating system?