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...businesses going green or trying to.
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In 1989, a U.S. publisher asked Makower to "Americanize" a British book called The Green Consumer Guide. In the frenzy that followed its publication here in 1990 (under the title The Green Consumer), he was surprised to find that consumers were less interested in environmentalism than corporations were. Companies, he says, have been quietly greening their profiles for years.
The 55-year-old Makower talked to Lisa Selin Davis at his home in Oakland, California, with his golden retriever, Sophie, at his side. As Davis discovered, Makower can speak for 10 minutes on even a simple yes/no question. And she found that he still has more questions than answers. Recent corporate makeovers such as Wal-Mart's impress him, but also make him wonder, are we doing enough--and are we moving quickly enough?
How did you get from The Green Consumerto consulting for major corporations?
I had a weekly syndicated column in about 100 papers that preached the gospel that every time you...
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