Nobody cares

What if none if your customers really care about doing something good for the environment?

What if they are too uninformed about the real issues associated with your industry to ask for products and services that really make sense?

What if they actually want products and services that no longer represent the best environmental practices?

How do you create an environment where useful, current information is available, but customers don't feel you are forcing it on them?

Is it ethical to charge people more for eco-friendly services because they expect to pay more, even though our underlying costs are not higher?

These aren't hypotheticals...I face this every day at the printshop. It seems there is an abundance of information out there, but most is just marketing fluff (soy inks come to mind...you wouldn't drink biodiesel just because it's made from vegetable oil...what does "less-toxic" mean??) Most of our customers know just enough to be dangerous...mostly dangerous to their wallets!