Green consumers are worth fighting for

10/18/2013 | GreenBiz.com

Green consumers tend to have deeper pockets and be more brand-loyal, writes Suzanne C. Shelton. That means brands should put time and effort into crafting a message that resonates with them. "You'll know when you have it right -- it'll sing. And that song will attract more and more of the most desirable consumers to you," she writes.

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