How The Pandemic Has Undermined Green Brands

Consumers don’t necessarily equate ‘clean’ with ‘green.’

In times of crisis, people show their true colors.

At the outset of my state’s coronavirus shutdown, I headed to my local Target to do what most Americans did — stock up on supplies. In the household cleaning aisles, I got a focus group worth of information about how we view green brands and why mass adoption continues to be slow.

The Word ‘Clean’ Doesn’t…