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Regardless of the vehicle—whether it’s a Web presence, a Facebook page, or a corporate report—the green message will be most effective if it’s backed up by a third party. That backup could include certifications as well as customer testimonials. “There is a certain buyer who wants certification,” says Rand. “Then there are a lot of people who believe other buyers before they believe an official source.”


Either way, it’s about assurance. “People want to be assured that they’re doing the right thing when they buy your product,” says Horowitz. “The best way to do this is to be honest and not make false claims. At the same time, don’t be afraid to take full marketing advantage of your legitimate green initiatives.”


 


AMENITIES OF THE FUTURE
What kinds of green-leaning modular components, technological wonders, and gadgets might be the brands that resonate with future buyers? Stuff that saves space, produces energy, and checks up on your electricity use. Here’s what some industrial designers foresee.


KITCHEN CUBE
The Kit-Cub Kitchen isn’t high aesthetics, but may be practical for very small spaces. It includes built-in appliances (refrigerator, microwave, and cook top), a sink, cutting table, and cabinets.
DESIGNER: PAUL MAUDUIT


PERSONAL CLOTHES WASHER
Electrolux’s Dismount Washer concept assumes that each family member has a personal wash tub that connects to a wall-mounted “energy stick’ steam outlet. You may need multiple sticks to minimize arguments.
DESIGNER: LICHEN GUO


FUEL FROM YOUR POOL
This solar-powered Green Transformer extracts bio-oil from algae in a swimming pool. The designer implies that you can burn the oil in your car, but we’ll let the automotive experts confirm that.
DESIGNER: LUO JING

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