Brand reaction to Green fatigue
If 2007 was the year the public finally 'got' climate change, 2008 looks like it might be the year of the ethical backlash. Indeed, a term has already been coined to describe growing public cynicism and boredom with all things eco: 'Green fatigue'.The issue is, unsurprisingly, filtering down into design briefs. When Ico Design, the consultancy behind the Science Museum's current exhibition The Science of Survival, won the original pitch it was firmly cautioned to avoid Green fatigue ...
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