Is ‘green’ marketing a new frontier for responsible marketers or simply a PR gimmick?

Last week, Prince Harry and Meghan Markle caused a stir when it emerged they made four journeys via private jet within 11 days, triggering a backlash from the environmentally conscious.
Thankfully, we could all rest easy after Elton John declared he would be paying for the flights to be carbon offset (it was his plane they were flying on). But the case has raised questions over what we should be doing individually and collectively to reduce our carbon footprint.
That challenge is one faced by bu