Why green branding beats green marketing

09/22/2011 | Guardian (London), The

Green marketers have tried and failed to convince consumers to buy eco-friendly products for the sake of the planet, writes Sally Uren. Now it's time for companies to start leveraging their existing brands to gradually institutionalize sustainable models of production and consumption. "Brands need to put themselves into the head of someone who isn't hardwired to be green," Uren writes.

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Guardian (London), The

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