Evelyn Lee

Inhabitat Reports From the Fortune Brainstorm Green Conference

by , 04/15/10

Fortune Brainstorm Green, Fortune Magazine, Fortune Brainstorm, Sustainable Conference, Future of Sustainability, Inhabitat, Inhabitat LA, Inhabitat Los Angeles

Day 2

One of the more interesting panels during the conference was a morning session entitled, The Myth of the Green Consumer. Contributing to the conversation was Erin Carlson, Director of Yahoo! For Good; Adam Lowry, CO-founder and Chief Greenskeeper of Method Products; Dara O’Rouke, Co-founder and Chairman of GoodGuide; and Adam Werbach, Global CEO of Saatchi & Sattchi S. The greatest take-away from the panel was the impending death of green washing (hooray!) as a marketing scheme. Werbahch even notes that he does not run green campaigns because they are a losing proposition. So what seems to be the impending trend? Transparency: all the way down to the product label. This happens to be one of the primary factors that has earned Method all of its success.

Next a bevy of green companies took center stage in the main room for a series of five-minute pitches in a segment called Great Green Ideas. I’m happy to note that Inhabitat had previously covered two of the conference favorites, including Mission Motors, and Lemnis Lighting. Other entrepreneurs included NuScale Power, Accelergy, and the Mother Nature Network.

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