A new study out from Cone confirms our worst fears about the challenges of marketing sustainable--or at least 'less worse'--products:
"Americans Give Green Marketing Claims Too Much Credit"
Wait, what? Now we're blaming the average shopper for not being able to magically intuit the difference between 'eco-friendly', 'naturally made' and 'green'? I'm hard-pressed to think of a more convoluted way of assessing the state of green marketing, which is becoming a vortex of labels, certifications, claims and suggestive imagery that you'd need an advanced degree to navigate, let alone 5 minutes in a supermarket aisle.