Cleaning products that use surfactants from Akzo Nobel work better and can be be cheaper and more environmentally friendly. “In the past year, Akzo Nobel Surfactants (Akzo) has seen a growing demand in surfactants from its customers. The company’s products have revolutionized hard-surface cleaning from solvent-based formulations to water-based degreasing formulations.

Akzo’s global presence helped implement its surfactants in an environmentally progressive European market. As a result, the company is poised to help drive change in America and other countries that subscribe to eco-friendly environmental policies, specifically the stricter environmental policies.

Unlike the conglomerated media markets, for example, the cleaning industry has yet to consolidate. The large cleaning companies have a small percentage of the market share. And there are a lot of small companies that control the rest. Akzo is targeting both by educating its customers on surfactants advantages.

How?

One way is through Akzo’s seminars that create an opportunity for customers and prospective customers alike, to start learning about surfactants and considering a change to surfactant-based cleaning agents.

The relationships with customers built through these seminars generate additional business for Akzo. Outside of the seminars’ success, Akzo’s tactical segmented approach is successful in targeting all companies in the cleaning industry, no matter their size. It leverages distributors to target smaller companies.

“Flexible” remains the best adjective to describe Akzo’s cleaning team. Adjusting to the stricter environmental policies enacted worldwide and continuing to target a fragmented customer base remain key ingredients for success.

Akzo’s novel utilization of esterquats in liquid softeners and hair conditioners remains the chief component of growth for the fabric and personal-care marketplace. The company was one of the world’s first suppliers of esterquats.

Esterquats are cationic (positively-charged) surfactants that help improve softening and reduce static in rinse-added fabric softeners. What’s more, the esterquats’ coup de grace is its ability to biodegrade easily while limiting harm to the environment. In the case of esterquats, the chemical makeup speeds up degradation.

Akzo helps to promote changes in the use of surfactants in products, but also to educate and encourage prospective customers to consider changing as well.

The company is ready for people to switch to cost-effective and environmentally friendly products.