Green Marketing remains a promising tool, for companies that can identify concrete, factually supported environmental benefits associated with their products or services. Green marketing can be a very powerful marketing strategy though when it is done right. Marketers need to understand the implications of green marketing. If you think customers are not concerned about environmental issues or will not pay a premium for products that are more eco-responsible, think again. Green marketing is still in its infancy and a lot of research is to be done on green marketing to fully explore its potential. The economic crisis will end in a few months but the climate crisis will remain for decades to come. Ultimately green marketing requires that consumers want a cleaner environment and are willing to pay for it, possibly through higher priced goods, modified individual lifestyles, or even Governmental intervention. Until this occurs it will be difficult for firms alone to lead the green marketing revolution.