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Green with Envy

Efficiency products will proliferate, for better or worse.

Fortnightly Magazine - April 2009

package sparkle. They’ll make it cool.

This factor—coolness—will separate winners from losers in the market for green products. Economic value notwithstanding, a product’s success will depend on its ability to capitalize on the green meme, and deliver a diamond instead of a dud.

 

Endnotes

1. Dawkins, Richard, The Selfish Gene , Notes to 1989 edition, Oxford University Press.

2. The term “green meme” defines the increasing value placed on environmentalism in Western culture. It’s related to the broader anthropological term “Green vMeme,” used in spiral dynamics theory. See Cowan and Todorovic, “Spiral Dynamics: The Layers of Human Values in Strategy,” Strategy & Leadership , January 2000.

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