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Joel Makower

Even If Sustainability Isn't Your Goal, You Can Still Reap The Benefits

BY Marc Stoiber | 08-16-2011 | 8:40 PM | ETHONOMICS

Not all environmental innovations start out with the environment in mind. But can you turn a coincidence into a branding goldmine? Or will you be tarred as a greenwasher? READ MORE›

It's Time That Socially Responsible Investing Was Just Investing

BY Marc Stoiber | 07-11-2011 | 5:48 PM | ETHONOMICS

The marketing of SRIs, like sustainable marketing in general, has not brought responsible investing into the mainstream. Why? As marketers, we're being severely limited.READ MORE›

Convincing People To Take Action Takes More Than A Clever Message

BY Marc Stoiber | 05-18-2011 | 1:53 AM | ETHONOMICS

Three thinkers to learn from in the quest to inspire people to actually do something.READ MORE›

Why Environmental Activists Embrace Social Media

BY Anya Kamenetz | 10-01-2010 | 2:00 PM | MAGAZINE

Six months after the BP oil spill, it’s clear that in the age of social media, a company can’t spin and rebrand its way out of a mess like it used to.READ MORE›

The Rise of the Conserver Economy

BY Glenn Croston | 07-13-2010 | 3:02 AM | ETHONOMICS

More people are returning to the values of a conservative past where nothing went to waste and we spent within our means. I call this shift the "Conserver Economy", moving away from the consumer economy with its emphasis on spending and consumption. Their motivations are often about spending less money because they simply have less money to spend.READ MORE›