Green 2.0 (it’s not an ideology)

Charles Dawson

Companies' initial response to the `green' movement was defensive: unless they proclaimed their green credentials they faced losing business.

Green 2.0 (it's not an ideology)

Charles Dawson

These days we all talk the green talk. We just seem less bent on walking the green walk. Could it be that just about everyone is now at least a pale shade of green? In a survey late last year, 83% of Americans said they 'want to protect the environment for the benefit of future generations'. Only 3% disagreed. That sounds pretty unanimous.

It was not ever thus (see this column in Admap,'How green were my values', October 1999). Decades ago, once the world had accustomed itself to peaceniks and...

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