Via Scoop.itThe Great Transition

The companies that are the heaviest resource depleters are often the first to declare how ‘sustainable’ their practices are…

“"Green" is an aspirational destination that no brand or processed product will ever reach. Those brands that are truly on the journey towards having a positive impact on the natural and human environment are far too humble to pound their chest and declare their verdance. Instead of swathing a product in a coat of green paint and streaming out into the trenches like Woodrow Wilson called for in his speech in 1916, marketers today are better off putting the effort into reinventing their products.”


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