With some purchases, like a vacation home or a new car,
consumers have long assumed that they should evaluate the total
cost of ownership over time. But more and more people shopping
for all kinds of things–food, clothing, travel, electronics–are
now considering the total cost not only to themselves but to
society. In fact, a host of innovative new products aim to
reduce our overall costs and protect the environment at the same
time. Many so-called green choices, even when they come at a
small premium, actually save us money in the long run, because
they last longer. I am inspired by this new wave of innovative
products that deliver on their promises and are good for the
earth. Companies like Better Place, the Body Shop, and Whole
Foods were all founded on the belief and trust that consumers
would be willing to pay a little more for high-quality, ethical
products. And their success shows that given the choice, many
consumers will decide to help society, the environment, and, in
the long run, themselves. We fo