To day or not to day #69: Green brands fail to capture public attention. Many green branding efforts fail not because consumer demand is lacking but because branding efforts are superficial. In spite of the many years during which branding and advertising agencies have created substantial business units by promising endless riches to flow from green re-branding, many have learned that "green" branded products weren't getting off the shelves. Why? Have we reached and passed "peak green"?
Source: Het Financieele Dagblad, Saturday 28 September 2013. Essay by Dr Joseph Zammit-Lucia, independent scholar and commentator, president of WOLFoundation.org