Green Is Dead, Long Live Green

SUSTAINBLE LIVING | by CELESTE TELL and ROBIN AVNI

THE NOTION THAT THE GREAT RECESSION was going to kill the growing green movement was part of a great debate this past year. Many companies expected that cost-conscious consumers would lose interest. What surfaced from the economic haze, instead, was the emergence of a new pragmatism embracing the ideals of restraint and simplicity.

Clean, healthy living focused on reuse and recycling, efficiency and a concern for the world at large. Coincidentally, the same ideas lie at heart of the green movement.

A synergy was born, with a twist of good old American practicality. It turns out that green is thrifty, and thrifty is as American as apple pie. Just like our mothers and grandmothers always told us.

Which is why it’s only natural to see today’s woman poised to lead the charge, embracing a “cradle to cradle” attitude.

After all, home is where it all begins — from organic produce to non-toxic cleaning products. Whatever touches the kitchen, bathroom and garden becomes the first step for evaluation and potential consumer adoption.

In the coming year, this shift from fringe awareness to common knowledge will grow dramatically as the value proposition becomes clearer: More bang for the buck. It’s all about making smart, informed purchasing decisions based on good, relevant information.

Save money. Profect family. Contribute to the community. While she may think global, when it comes to green, she clearly acts local.

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EXCERPTED FROM 10 INSIGHTS FOR 2010 by Lifestyle Insights.
For more information: robin@robinavni.com.

© 2009 robinavni | lifestyle topics, insights & trends llc and Celeste Tell. All rights reserved. No part of this material may be duplicated or redistributed in any form without written permission.

Edited by MOLLY MARTIN; image source: iSTOCKPHOTO.