To Stay Verdant, the Green Movement Must Evolve

head.gifSeth Godin is a guru to marketing gurus. (And a great writer, too.)

And while I don’t always agree with his point of view, he’s typically way ahead of the curve in identifying business and consumer trends.

For instance, Godin writes this week in “Getting Sad at Whole Foods” that today’s growing eco-culture may be starting to make people feel guilty—rather than good.

Furthermore, consumers will begin to ignore green messaging if those feelings become too strong.

Marketers would be wise to listen to Godin’s words of advice: It’s time to to refocus on making “green living” a fun, healthy and smart choice rather than an onerous guilt trip.

As he deftly puts it: “More is easy to sell. Less almost never is.”