Why Being Green Is Not Enough To Change The World

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Sometimes, I feel like I am alone. For years, I’ve been in a sort of no-man’s land between mainstream and the green-stream. As a trend consultant, my message to brands is always the same: the consumer only cares about your product if they like it–then they will take into consideration the green-ness of it. If it’s ugly, poorly-packaged, ill-fitting–forget it. This is the hurdle most green companies need to get over. As another Fashion Week comes to the streets of New York, I find myself still waiting for the light bulb moment where a green approach is also a well-designed, marketable product (I know there are some–but far too few). Eco Salon has an excellent take on this discussion.