Does a Greener World Suggest a New Marketing Paradigm?

As a “marketing guy,” I’m always intrigued with ideas that suggest that a paradigm in this space may be changing.  Here’s the viewpoint of frequent commenter John F. Robbins:

The traditional principles of American marketing suggest that something is automatically better if it is bigger, more, newer, faster, or more high-tech.

The biggest problem with “green” is that these principles now make no sense. Green means using less conventional energies, not more. Green means moving slower, as in walking or biking instead of driving or flying. Green means not moving up to a larger home each time one moves. Green has little dependence on being higher-tech or more visually attractive. So when we use the traditional principles to promote green, it often confuses the goals and issues we’re trying to promote.

Quite astute, John. Thanks for your consistently incredible insight.