An interesting challenge in seeking to move the paper industry towards sustainability is how to translate the public's clearly documented "green" values into actions at the check-out. A key piece of that challenge is for companies, once they have made the laudable step of instituting environmental policies and producing more responsible products to do a better job of marketing those products with as much savvy as they do the rest of there line. For example, why is it so hard to find the 100% recycled paper in an office supply store, even after the company has invested and committed to selling it? And why do consumer's seem to let their stated values slide once they walk through the doors and start putting things in their basic? A recent blog post by Joel Makower discusses such questions and offers some insights.
Despite a surge (though not an invasion) of corporate environmental practices, companies seem to be having trouble convincing American consumers that their environmental commitments and deeds are worth buying into. And despite consumers' apparently overwhelming concerns about climate change and the fate of the earth, they don't seem to be doing a very good job of translating those concerns in the marketplace.
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