Lost In The Wash With everything from hand soap to glass cleaner labeled as “eco-friendly” or “sustainable” consumers are suffering from green fatigue. We are just starting “to align our spending with our values,” says Dara O’Rourke, co-founder of Good Guide. Transparency is the name of the game and social media “hashtags” mean brands “don’t get to control the message anymore,” says O’Rourke, “I don’t think they get to tell us what to believe or not to believe.” The roundtable, including William Brent, Executive VP of Weber Shandwick, and Aron Cramer, President and CEO of BSR, points out that consumer behavior is critical to understanding (and reducing) the lifetime carbon footprint of a product. Listen to a conversation between experts on the next step towards a greener marketplace. This program was recorded in front of a live audience at The Commonwealth Club of California in San Francisco on January 11, 2013

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