Marketers and advertisers need to continue to tap into the powerful anger, fear, passion, and hope that green marketing can nourish. However, the next evolution of this trend will require creative and accountable ways of tying green to the human factor.
It could be that for the first time in decades, the American consumer may save the American worker. American solar companies and others should capitalize on "Made in the U.S.A." to help set them apart from foreign competitors on the basis of sustainability.
Campaigns that make profit through change need to work on five levels.
Familiarity may breed contempt in many situations but, with green products, unfamiliarity is what often breeds contempt.