Very concise overview of sustainability marketing by Futerra's Ed Gillespie. Most useful is his discussion of how to market green products to different value groups - "Settlers", "Prospectors" and "Pioneers" (from Pat Dade's Cultural Dynamics http://www.cultdyn.co.uk/). Not about ideological challenge, but about tapping into existing motivations. Much to agree with here, in terms of how too much…