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It’s wonderful to see the mainstream increasingly adopt more "green" or "socially responsible" products making room for more green businesses. However, I am concerned that the message that people are getting is that buying green will solve the environmental crisis.

The bigger issue that is not being addressed enough in the mainstream media and culture is that we need to reduce our consumption patterns. And while  Perry Goldstein makes a good point in that we do need to purchase and use things in order to survive, many of us  likely consume more things than we need.

So while I am happy that the green business movement is growing, I think it’s important to note that it is simply one step forward in solving the enormous problems that will make the world a better place. I look forward to the day that we all care enough to realize that we need to fundamentally change the way we live and consume.

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