Forget the Environment Say the 'Never Greens'

Edwards, Jim
July 2008
Brandweek;7/14/2008, Vol. 49 Issue 27, p8
Trade Publication
The article discusses the marketing segment of the U.S. population referred to as the "Never Greens," who ignore green advertising messages, and tend to forget environmentally-friendly advertisements. This upper-income, middle-aged, and largely male group is skeptical about the green movement, and has doubts about whether Chinese, Russian, or Indian manufacturers will ever regard environmental regulations.


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