Many consumers are complaining in focus groups that green products don't perform as well as conventional ones. We've quantified it, and...

There are several rules to live by when it comes to green packaging. Starting with understanding that consumers don't care that much about...

Though the messages that work best to promote a green product vary by country, their is a universal thread: everyone responds to messaging...

CONSUMERS WANT TO HEAR YOUR CORPORATE STORY! IN fact, it's becoming harder for them to believe a product is green if they don't know...

The second in a series about guilt and shame and the role both play (and don't play) in motivating mainstream Americans to make more...

A few weeks ago I wrote a response to the New York Times article that declared the green movement all but dead. Their declaration was...