Remember, we’re talking about marketing here. These folks are eager to find ways to make you pay more for the same old thing, pay more for less, or pay more for something inferior that can be produced at a lower cost.

Watch out for the environmental equivalent of a marketer advertising that marshmallows are fat free. Pay attention when a restaurant, employer, or service provider makes changes that they say are green, but the only ones they are willing to make are, surprise surprise, ones that also happen to save them money.

Further notice that every time someone suggest that sacrifices need to be made, they’ll be suggesting that it’s a good idea for someone else, especially we the consumers. I money, and in time. We’ll pay for deposit bottles, our town will pay for curbside recycling regardless of whether the material becomes a valuable resource, we’ll pay for disposal of batteries, CRTs, and so on. We’ll pay higher prices for amped up state car inspections that enrich repair shops without substantially improving air quality.