The Triple Value Proposition: Why Inauthentic Green Brands Are Doomed to Fail

What’s going on? Consultants and and pioneers like Terracycle’s Tom Szaky and Method’s Eric Ryan have been quick to seize on the "authenticity gap." Only inauthentic ecofriendly cleaning products are failing; their "Light Green" consumers are more fickle, more price sensitive, not truly committed to the sustainability movement. By contrast, "Dark Green" consumers are more educated, more committed, more affluent and thus more inclined to stick with “pure play” brands that deliver both value and values.