The same methods used to sell toothpaste can be harnessed to persuade consumers to make greener lifestyle choices, experts say. Companies such as Patagonia, Procter & Gamble and Toyota have all run campaigns intended to get customers to behave more responsibly. "Marketers have this great skill: They know how to get a specific target audience to want to do a specific thing," says Freya Williams of OgilvyEarth. "They can use that for good -- to save the world, to change behavior."

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