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Why Doesn’t Green = Better?
Joel Makower takes a look at why green isn't yet synonymous with better in the marketplace. He states that it will continue to remain a niche market and idea until this changes and will be unable to...
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A Look Inside Good Housekeeping’s Green Seal
Joel Makower met with Good Housekeeping to learn more about the recently released Good Housekeeping Green Seal. The seal is meant to reduce confusion and establish credibility in front of consumers....
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Do People Really Care About the Climate?
Yesterday, Bob wrote about the need to engage mainstream Americans on climate. Today, I'm extending the conversation by sharing Joel Makower's recent post where he discusses the contradictory polling...
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Green Consumers and the Recession: Is It Really Different This Time?
Joel Makower discusses how green consumer behavior has changed since the recession began with GfK Roper. The conversation revolved around how the recession hasn't been so bad for green consumerism,...
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Total Recall: Toyota and the Future of Green Marketing
Joel Makower analyzes the impact of Toyota's recall problems on the green marketing realm. He predicts that though Toyota's credibility will be seriously degraded, its reputation as an environmental...
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The Green Consumer, 1990-2010
In 1990, Joel Makower authored, "The Green Consumer." The book, which provided varied insights into the green consumer and developing green marketplace, spurred a discussion that is still going on...
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GM Exec: Climate Can Be a ‘Positive Disrupter’
Talk of the business opportunities that lie in climate change often center on the growth of new forms of energy like wind and solar. But climate change can also create opportunities in industries as...
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