A superior product and clear message sells better than doom-and-gloom marketing.

Many budding environmentalist-entrepreneurs are overly optimistic about the success of their ventures, believing that because their cause is noble, mainstream America should be willing to pay a premium for earth-friendly products. While their cause has resonated with the loyal LOHAS sector of the population (70 million +), it has failed to catch on with the majority of Americans. These companies continue to spend huge amounts of time and resources developing new ways of proving their “green-ness,” when in reality, they are just regurgitating the same old environmental messages to an audience that isn’t listening.

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