So there's some positivity in there if you look hard enough. That green marketing doesn't work isn't the end of the sustainability world. We just have to reconnect with why we're doing this ??? we want future generations to be able to meet their needs, just as we've been lucky enough to date to meet ours. Yes, we need to get cleverer in how to do this ??? we need to break out of our sustainability echo-chamber and start listening to what other people have to say, we need to stop thinking that if we just cite enough evidence we will reach the 'unconverted', we have to remind ourselves of our common humanity. But there's scope there if we can show some humility, and try and connect with others that may not be exactly like ourselves.
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