I am not a marketing person, but I agree with your article. Most people don't trust companies that put green products right in their face as if they know what best. Instead, companies need to take baby steps. I suggest starting with a simple positive message like “Have a Nice Sustainable Day”. This trademark phrase is creates a positive setting for shoppers to embrace and allows them to relax and then choose what makes best sense for them at the right price point and within their budget.

For more see: http://www.haveanicesustainableday.com

I find it incredible that half the respondents to the survey mentioned couldn't name a single green component of a household. If people aren't getting the message, then the message isn't clear. Now that nearly every store is selling CFLs, there is a lot of attention on the topic, but its all focused on saving money, not being greener. Sure a CFL (for example) will save you money, but do they also know using less light bulbs creates less waste? That these 2 components equal a greener home? Obviously they don't. As a graphic designer, I am keenly aware of packaging, product placement and advertising. I agree, its time for an overall slogan. In the 70's "Give a Hoot Don't Pollute" put environmentalism on everyone's minds and gave the movement a face. We're doing what we can with our clients, we need a national, unified effort.

I believe that awareness creates knowledge, knowledge creates change. This is also the slogan for our upcoming summit in October. We will be bringing vendors, suppliers, manufaturers, scientists, exhibitors and consumers under one roof. The summit will be live webcasted on the internet in many languages around the world, we are startinga nd very excited about it, we believe that all of us step by step can save our planet by all coming together
For further details:
www.igsonline2009.com

http://digg.com/environment/International_Green_Summit_October_2009_Berl...

Thank you