Green Marketing Is Over. Let’s Move On.

Read the full story at GreenBiz.

Sometimes, it’s hard to face reality, especially when a dream is so alluring. And the alluring dream of green marketing is this: that consumers would cast a vote in favor of a more just and sustainable world whenever they shop.

But the reality has been vastly different. For more than 20 years, consumers haven’t been willing to vote with their dollars. The reasons are many and complex, but the result is clearcut: With the exception of some energy-saving devices, no green product has captured more than a tiny slice of the marketplace, at least in the U.S.

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