Who should do your green marketing?
We've got a consumer environment with a whole bunch of challenging drivers including demands for authenticity, reciprocity and community responsibility. None of those are new.
It's not longer OK to leave 'green' to the greenies or blogs to the bloggers. Every communicator has an obligation to come up to speed with the issues and understand how they're influencing not just their patch, but the business world as a whole.
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