Green marketing is dead as a doornail, writes Joel Makower, and it's time CSR advocates accepted that fact. Consumers simply don't care enough about eco-products to pay a premium for them, he argues, so companies should stop pushing individual green-product lines and start focusing on systemic, institutional change. "There's plenty of hard work to do on the journey from here to sustainability. Dilly-dallying with green-marketing come-ons is a distraction," Makower adds.
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