Consumers will buy that cool green innovation you're dreaming up. Provided nothing about their current reality changes.

It seems so simple -- we lay out the ways in which we want Americans to change their behaviors to be more sustainable. Why aren't they...

Are Americans ready to embrace a lifestyle that involves darning their own socks, walking more and generally living without modern...

In with the new rules; out with the old claims. That's good news for consumers -- are your packaging claims ready?

It's time to get specific about green innovation. What should it look like, exactly? And how do we get consumers engaged?

Moms are a great target. But you need to know a few ground rules before you create advertising for them.