See excerpt from Greenbiz.com
Making headway with consumers on issues of corporate social responsibility and sustainability also can be daunting. Bombarded with messaging about environmental efforts from a range of firms, including some that are long on marketing but short on deliverables, consumers are skeptical of companies touting themselves as "good guys."
"I don't believe it, and I'm a relatively sophisticated consumer of that stuff," Swartz said. "So how are you going to have a conversation with consumers about values? They don't want to talk about it and they don't believe you at the starting point."
Read more: http://www.greenbiz.com/blog/2011/02/17/how-timberland-puts-its-greenest-foot-forward#ixzz1ITlNqYH0