19 May '11, 2pm

Green Marketing and the Death of Curmudgeonly Contrariness

On Monday, my friend and colleague, Joel Makower, editor of GreenBiz.com , posted an article entitled, "Green Marketing Is Over. Let's Move On." He actually quoted me in the article to make his point ... and I believe he's off the mark. Hence a course correction: Dear Joel: Sigh. You're missing the point, my friend. Even though you say you're defining "green marketing" as "marketing aimed at getting people to buy stuff that's better for the environment," that's not really what you're lamenting. What you seem to be upset about, what you seem to be declaring dead, is the marketing of stuff that's good for the environment with an environmental message attached to it. Marketing products, in essence, with an "it'll save the planet!" message. That is dead. In fact, it was mostly never alive. Very few Americans have ever bought stuff because they want to save the planet. As I've ...

Full article: http://www.greenbiz.com/blog/2011/05/19/green-marketing-a...

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