Marketing to consumers in this green world has a lot to do with consumer attitudes, and those attitudes are changing. The April 2008 Harris|Decima research study "Understanding Modern Environmentalism" points out that now is the time for change, and that consumers aren't going to wait for the government or industry to save the day, they're actually going to start to do something on their own. Now that being said, there is a clear acknowledgment that big changes are needed, and that big changes come from big actions, and from high-levels of government. Government influences Industry via policy (via their wallet) which leads to actionable change by industry, and a possible improvement. Without a motivation by businesses to save money for example, by reducing emissions to avoid a carbon tax, industry won't change, and we'll see no such improvement.
