Innovation as a Green Strategy: State of Green Business panel discussion

..............Understanding the green consumer is not so easy. Shelton pointed out that innovation usually comes from a deep understanding of consumer needs. But this hasn't been so simple in green. Even at IDEO, where getting inside the consumer's frame of mind is central, Casey explained that the green consumer hasn't been entirely identified. "What is the core green consumer demand?...Paul Hawken says, 'a green consumer is a consumer who doesn't buy anything.'"