I have been putting a lot of thought into what it means to go green, and I’m pretty sure that, to be widely accepted, going green needs to be redefined. Let’s consider this as a branding issue. As long as going green is viewed as something in the realm of environmentalists and tree huggers, many people are not going to be interested in jumping on board. However, there are a much broader set of motivations for going green that would speak to a much wider audience, and the focus needs to shift to these motivations if green technologies are to be widely adopted. So, how can we redefine going green?
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