Business may not be so great these days, but the growing awareness of environmental and social issues is creating opportunities for ecopreneurs and their new products and services. In many cases, new green brands are entering and competing in markets that have been dominated by large multi-nationals for decades. This is made possible by the green community, a consumer group that has grown dramatically in recent years and that chooses to distinguish itself by its purchases.
I've documented many of these brand development experiences in my new book, The Gort Cloud, but there are a few stories that did not make it into my book that are particularly noteworthy. One involves a new entrant in the disposable diaper category.