The environment is important and brands supporting the environment are good. But the rush by many brands to be seen as green can be bad, especially when the brand’s contribution to saving the earth is tenuous. Tom Fishburne, my favourite cartoonist, makes the point in the cartoon above that the more brands push unrealistic claims the more “it turns off consumers more than it turns them on. And can lead to them not doing anything. Or worse, like my cartoon this week.” For more background on the cartoon, click here.