Making money from green consumerism in the downturn
Issue 1, 2009
Consumer goods & retail, Strategy, Sustainability

In the last few years, many leading companies have been vigorously marketing the green attributes of their products and services to cash in on perceived demand among consumers. But the coming of the downturn has left many wondering whether the green consumer revolution would be stopped in its tracks as buyers cut back on extras and premium-priced products. This article demonstrates that the downturn has done nothing to stop the growth in concern about the environment and climate change, and that green consumerism is as important a mainstream market opportunity today as at any other time.