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 (http://www.terrachoice.com/files/6_sins.pdf). 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 http://adage.com/article?article_id=146944.