The Times' Sunday Styles never fails to serve up fresh a cultural perspective on business trends. As a consumer, I have read about green couture in Vogue and seen every manufacturer from Patagonia to Proctor and Gamble tout environmentally friendly lines.Once an "Inconvenient Truth," consumers are spammed with green messaging that may or may not be grounded in reality. My favorite quote from writer Alex Williams is, "It’s not enough to build a vacation home of recycled lumber; the real way to reduce one’s carbon footprint is to only own one home."

Is all of this green marketing waisting more energy than it saves?

Read the full article at: http://www.nytimes.com/2007/07/01/fashion/01green.html?ref=fashion