ABSTRACT
Green marketers believed that people worried about the environment because they felt the planet was hurting – and their communications reflected as much. Green has gone mainstream because more people are worried about sustainability-related issues than ever before. The heads of millions of U. S. households, the Baby Boomers, have long led the green movement through the values and attitudes they have instilled upon society and have imparted to their children and grandchildren. With every generation espousing sustainable values, environmentally considerate behavior is becoming the norm. Concern over the state of the environment has swayed an unprecedented number of voters and has prompted citizens to volunteer in their communities. The rules are changing – and shopping lists along with them. While all shopping, including green, has been hit hard by the recession, many classes of green products have fared remarkably well, thanks in part to the health and cost-saving benefits that they bestow.
