St. Thomas the Apostle brought Christianity to what is now India by selectively targeting the political and economic elite for conversion, and that's a strategy that might also work for green marketers, writes Benny Thomas. Companies such as Patagonia use green values to reach wealthy customers, but their messaging could have a broader impact. "Let's hope the Brahmins who can afford those fleece jackets evangelize the word," Thomas writes.

Related Summaries