When the green label won't do

07/26/2010 | GreenBiz.com

The difficulty in coining a name for sustainability advocates reflects a bigger problem for the movement as it struggles to define itself to the larger public, asserts Joel Makower. The challenge, advocates say, is that sustainability encompasses economic, environmental and social aspects, so no one term is broad enough to cover all the issues. The dilemma has left its adherents worried: Can sustainability create a brand strong enough to capture people's attention?

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