Fighting Eco Fatigue – Green Companies Need to Take The Lead

Call it green fatigue or green over exposure or green noise. Whatever it is, consumers are starting to feel it and react. At first, it’s just throwing plastic water bottles in the trash, and then it’s using bleach and hot water to really get those white clothes, white. Valerie Davis, president of Green Canary Sustainability Consulting. wrote a funny article at Environmental Leader titled Are Consumers Falling Off The Green Wagon, And Should We Care? that examines what we, as green business leaders should do about it. While it appears that the green movement has finally reached a tipping point, the inevitable over-exposure is not far behind. Consumers who never considered going green are surprisingly conserving energy and sorting trash. But on the other hand, green messages are everywhere and there’s only so much most consumers are willing to do. Until this point, the green movement has been driving consumer change through a mixture of tactics focused on creating neg...
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