How sustainable retailers went mainstream

04/4/2014 |

Visionary brands such as The Body Shop, Whole Foods Market and Ben & Jerry's have brought sustainable consumption into the mainstream, moving beyond their core audience of early adopters and bringing eco-products to the masses, argues Aaron Hurst. In this excerpt from his new book, Hurst describes how green brands have built a "purpose economy," in which profitability and purposefulness are brought into alignment.

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