How do you think consumers would react to changing lawn chair coverings periodically?

It's desirable for companies to consider sustainability, but do you believe customers around the world are willing to pay more for a product solely because "it's the right thing to do" from an environmental impact perspective?

Serge Ferrari is a manufacturer of composite membranes for industry and consumer products. Their main products are membranes used for the construction industry and home ware such as garden furniture and accessories. The Serge Ferrari group was established in 1973 and operates production facilities in France, Switzerland and Italy, as well as many distribution subsidiaries world-wide. It has 630 employees and a turnover of €156million. The company is a world leader in the manufacturing of flexible composite materials, with products divided into five main areas: architectural products such as awnings for buildings (examples include the structural membranes used in the 2012 London Olympic stadium); home products (such as garden chairs); protection for the yachting industry; signage; and protection materials for industry and agriculture. Their main product innovation is the ‘Précontraint Serge Ferrari’ composite material. This is a high-tenacity polyester micro-yarn base cloth, incorporating a coating under warp and weft tension introduced during the manufacturing cycle, which is coated with a high-performance polymer surface layer. The reason for the success of the material in the market is the innovation in combining multiple materials to gain premium aesthetic and functional (i.e. strength) properties. Serge Ferrari sees itself as a vertically integrated company with ownership of raw material formulation, process and machine engineering, spinning, weaving, formulation, coating and extrusion, logistics and recycling of end-of-life products.