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Eco-consciousness has become a winning marketing strategy, but products sold as eco-friendly often aren’t. From solar panels to paper straws, many of our supposed environmental saviors are making the problem worse. The fight against climate change is poised to make a lot of people very, very rich. The world is expected to invest some $90 trillion in new infrastructure to stave off climate doom over the next ten to 15 years, according to a report from the Global Commission on the Economy and Climate, and manufacturers of consumer products want a piece of the action, with study after study revealing customers will pay more for “sustainable” and earth-friendly products. A third of consumers buy based on a brand’s environmental impact, according to Unilever, with a fifth explicitly favoring green messaging.

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