Over the past decade few marketing topics have been more dynamic than that of “green” or “sustainability”. In a few short years we have witnessed consumers shift from being highly skeptical about the performance of green products to the commoditization of green in many categories.

The recent explosion of green media, products, services, and marketing has brought with it a sea of confusion and a lack of trust, all of which risk undermining the entire green movement and returning us to an era of consumer apathy.

Further complicating the green movement is the arrival of Gen Y who, now in their twenties, are taking center stage in the arena of consumerism. This generation’s formative years were the prosperous ’90s where they had so many ...

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