Being a consumer is part of being sentient in America. The very pervasiveness of consumer culture is the reason we don't really think about it too deeply.

It seems so logical on the face of it. A company wishing to go green should focus on the green consumer, right? Not so. Marketing to the green consumer has proved difficult, even downright dangerous, for companies large and small. Here's why.

People-to-People Lending Marketplace

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