Green Business

4/40 Phenomenon

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A great read this morning from Joel Makower’s blog on the phenomenon of 4 /40…basically 40% of Americans say they want to make greener choices but only 4% actually do. Joel reviews a new report by the UN’s Environment Programme that attempts to close the gap by using mainstream marketing tools.
The story of Kia – the Korean car maker’s push into the UK is a doozy. I love their rationale.

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