Lost In The Wash (1/11/13)
b'Lost In The Wash With everything from hand soap to glass cleaner labeled as \\u201ceco-friendly\\u201d or \\u201csustainable\\u201d consumers are suffering from green fatigue. We are just starting \\u201cto align our spending with our values,\\u201d says Dara O\\u2019Rourke, co-founder of Good Guide. Transparency is the name of the game and social media \\u201chashtags\\u201d mean brands \\u201cdon\\u2019t get to control the message anymore,\\u201d says O\\u2019Rourke, \\u201cI don\\u2019t think they get to tell us what to believe or not to believe.\\u201d 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\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'