22 Jun '11, 12pm

What's Wrong with Green Marketing, and How to Fix It

What's Wrong with Green Marketing, and How to Fix It

Today's green marketing is not hooked into the zeitgeist. We are begging for relevance. Our lexicon is hopelessly dated while conferring an unattainable quality to clean technologies already in use. We've managed to create the sense that clean tech is the never-materializing Unicorn, stuck in a time machine that is constantly resetting itself for the late 70s. This is a pity, because innovations in sustainability and clean tech are ready, reliable and increasing in efficiency. We are seeing a Modified Moore's Law at play as scale and generational improvements are putting downward pressure on cost. Yes, there is more room for price improvement and more to come from the labs. But these will build on existing innovations, burbling furiously beneath the market's surface, but sadly hidden from the general public. And yet, no one is planting flags saying, "We're ready, reliable ...

Full article: http://www.greenbiz.com/blog/2011/06/22/whats-wrong-green...

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