Built To Fade: The Advent of the Biodegradable Brand

"I might feel good about myself as I sip on a mouthful of 'green' this or that, but this sanctimoniousness should be seen as more than an innocuous behavioral tic. The diversion of attention into a me-brand-good pseudo experience, the holy grail of brand building, is actually part of the problem. When green brands manage to nurture egocentric self-cherishing among its users through packaging and advertising, a fundamental, environmental disjoin has taken place."