Green marketers should become climate educators

12/18/2012 | Harvard Business Review online

Marketers have a big role to play in the ongoing climate struggle -- and not just by persuading people to buy eco-friendly products, writes Morra Aarons-Mele. The same skills marketers use to hawk green products can be used to educate consumers and help shape the political debate, Aarons-Mele explains. "Consumers know preventing climate change requires big action; what they don't seem to know is what big changes they should be asking for, both from the government and business," she writes.

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