19 Jul '11, 11am

How Marketing Has Failed Socially Responsible Investing

How Marketing Has Failed Socially Responsible Investing

About two months ago, Joel Makower made the claim that "green marketing is over." Makower believes green marketing as we know it has failed us -- the great consumer revolution simply hasn't materialized, and sustainable products continue to limp along as niche players. All this, despite growing evidence that these products are hitting the mark as far as price and quality are concerned. It's perception that's killing them. Nowhere is this more true than in socially responsible investing (SRI). Look at index after index, and you see SRI funds that consistently outperform their non-responsible counterparts. It's easy to understand why, if you consider companies incorporating sustainable and socially responsible practices are generally also innovative and forward-thinking in other areas -- which tends to lead to better returns. Cliff Feigenbaum, publisher of Green Money , beli...

Full article: http://www.greenbiz.com/blog/2011/07/19/how-marketing-has...

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