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Will Green Return to Gold?
Written by Betsy
Sunday, 07 November 2010 22:26

An article in this week’s issue of AdAge asks if consumers have grown wary of the Green Movement. Kairos Consumers explored the topic earlier this year in a study relating to consumer foodservice in the U.S. and referenced the “Six Sins of Greenwashing”™ originally published by TerraChoice ( From hybrid cars to household cleaners, no product category is impermeable to skepticism as even environmentally-conscious consumers try to weigh the importance of sustainability with budget concerns. What are the secrets to successful green marketing? AdAge Editor at Large Jack Neff cites the value of a more subtle approach; one in which green is a supporting claim or one of several key attributes rather than the only selling point. This could prove more inclusive over the long-term. The article can be found at

Last Updated on Wednesday, 02 February 2011 12:39