Today I talk with Rob Shelton who is an expert on innovation and talks about how innovation is needed for the green marketing initiative. You can email Rob, or check out his making innovation work site for more information. We talk about

• Is the green marketing initiatives an evolutionary or revolutionary process for business?
• Is the confusion over the terminology - green, sustainable etc - for consumers, slowing down innovation?
• Should we be innovating to create new products or markets rather than incremental improvement to existing products?
• Do we encourage incremental innovation by not demanding a change in consumer behaviour through law?
• Is the sustainable, green agenda going to be driven by the consumer or the business world?
• When we go "back to the future" by using old techniques, ingredients or former ways of doing things, does this increase the adoption rates for consumers?
• The cyclical nature of innovation.
• Do you think business concentrates enough on what motivates the consumer to be interested in green products?

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