Is Green Marketing over? My conclusions

I had written already 3 posts (Part 1, Part 2 and Part 3)on this subject, following not only Joel Makower article on Greenbiz.com "Green Marketing is over. Let's move on.", which raised a huge buzz around this theme. Agreeing or not with Joel's remarks, in my opinion, one thing I have been thinking is that one can even agree that Green Marketing is not dead, but surely it has to evolve.
Some prefer to say that is a subject still in the early, some other pledge that is a mature theme with full development, but others are saying, like Mark Lee,  that we're «trending away from the deep green consumer». He goes a little further saying «it feels the last thing needed now is more brands committing to pursue that same (still small) segment». My opinion goes towards Lee's statement. Beyond the question of the Green Marketing status, I strongly believe that Green Marketing needs to go further, needs to be up-to-date, needs to be be needed, and to make a difference. Letting greenwashing prevail in some aspects, letting to be wrongly used in some situations, gets us to think that it needs to develop ways to have a wider role in society.
Can it be done? Of course! Is it essential? It is for Green Marketing and for professionals in the area. If Green Marketing doesn't step forward, then it will disappear.