Unlike global warming, green began to cool off. It became over-used and over-done. It became politicized, with more extreme views polarizing and blurring the issues. People got tired of false and confusing claims by companies.
I first met Andrew Winston on the book tour for Green to Gold and have peripherally been connected with him over the last eight years. Since that best-selling book, a lot has changed in our world and our understanding of the issues it -- and we -- are facing.