People may not want to live the way we enviros live but they do want to buy the things we say it's okay to buy. That is part of the power of the individual action of living environmentally many people underestimate. People want to associate with it.
Enviro is in. We're the cool ones. Companies that start making their products better and kinder now will have the advantage of being the first to our trendy market.
Because you know why? Whether the rest of a company's customers care about the environment or not, they want to be seen to care (see this study on why some people buy the Prius, if you don't believe me). And what makes them be seen to care? When they buy the products that the true eco-conscious say they should buy.
So believe me, companies should want to win us enviros over. And guess what? It's only going to get more that way.
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