Is Green Marketing over, or never was a real issue?

Reading some more, following the last two posts, I came across another interesting article with an even more interesting statement. Joel Makower on GreenBiz.com, in his article "Green Marketing Is Over. Let's Move On", gives 5 reasons why should Green Marketing be put to rest: 

1. It's not working

2. It remains a niche activity

3. It's not moving the needle

4. It's deluding people into thinking they're helping

5. It's missing the bigger story

You should read the whole article for a more profound insight, but it very hard to disagree with most of Makower's arguments. Even if you have a more greener tendency, what are really the developments of green marketing, beside trying to market green products or services? Maybe Green Marketing never was more than a good idea.

Mark Lee on "On Brand, Transformation and Sustainability" article, says «Inside SustainAbility, our conversation is trending away from the deep green consumer – as much as we admire those people and the brands that serve them, it feels the last thing needed now is more brands committing to pursue that same (still small) segment.»

Going back to Makower, one of the questions is that we have to stop thinking that products and services environmental friendly, greener, will help to create a more sustainable economy or society. It's a too smaller part of the whole picture, and only with real broader, comprehensive, progressive and advanced objectives and initiatives, will get us to a better future. He says: «There’s plenty of hard work to do on the journey from here to sustainability.»

And in my opinion, with an integrated TBL perspective, working on sustainability path, we can achieve every goal. Within this perspective, aren't we talking about Sustainable Marketing? Aren't we wasting time with smaller insights, thinking about green marketing, because it's a less broader subject that we thought?

The Obvious Revolution