An increasing number of companies now routinely engage in green innovation -- but do so without telling their customers. Companies such as Nike are producing eco-friendly products but aren't marketing them as such, perhaps for fear of being accused of "greenwashing," or perhaps simply to avoid consumer fatigue. "[C]onsumers expect innovative brands to be green," Marc Stoiber writes. "As such, playing up green credentials might be seen as overstating the obvious."
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