The maturing of greening as a consumer phenomenon, and its decided shift from the fringe into the mainstream, changes the rules of green marketing. A new green marketing paradigm now exists. It is characterized by a keen sensitivity for the total person who constitutes one’s consumer and his or her new needs for brands that balance age-old benefits of performance, affordability, and convenience with minimal environmental and social impacts, and engage their consumers in meaningful dialogue. Manufacturers, retailers, and marketers looking to sustain their businesses long into the future must heed these new rules with communications that empower their consumers to act on pressing issues backed up by a proactive and demonstrated corporate ...

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