Green Giants, Chapter 5, Mainstream Appeal:

1. Who are the Super Greens?

2. "...even more than women, men did not want to be seen being green." Agree? How do we make sustainability products male ego-friendly?

3. What is the Sustainability Tax? How do we overcome this barrier to green purchasing? How can we persuade consumers to embrace the concept of lifetime value instead?

4. "64% of Americans no longer trust sustainability-related marketing claims." Why do they think so much cynicism exists? What are some of the possible solutions?