December 17, 2008 at 4:00 am by Mike Sowden
Environmentalism 2.0: Goodbye Greenwashing?
As the eco-friendly movement matures and embeds into mainstream culture, the power of green iconography diminishes ““ and the greenwashers will move on. It’s already happening. The Law of Diminishing Returns tells us that the more companies try to Green up their act, the less unique it becomes as a sales pitch. Increasingly, being environmentally friendly isn’t a luxury ““ it’s a requirement.
That’s bad news for advertisers dealing in promoting the uniqueness of their products, notes Rebecca Swift for the BBC’s Green Room. And the …
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