The Anti-Green Revolution

From Advertising Age:

Green marketing, a movement so hot that not even a deep recession could kill it, is starting to show signs of consumer revolt. At the very least, it's a signal that green alone isn't enough of a marketing proposition; at most, it could signal consumers simply aren't buying the benefits of environmentally positioned products and brands.

Consumers are revolting because so-called "green" products often aren't what they claim to be. And more importantly because - just like "organic" - "green" products are most often priced 15-20% higher for no apparent reason. If companies were really serious about wanting to care for the environment and not just capitalize on a fad, their prices would be competitive (or better) than the non-green products that sit on the shelf right next to them.

When it comes down to it, people vote with their wallets above all. Make a cheaper "green" product that actually does what it says it does and people will adopt it in droves.