Next Friday is Earth Day. It’s also Good Friday, but that’s a random calendar coincidence. While it will be easy to recognise the latter, I’m not sure I would know about the former if it weren’t for the avalanche of e-mails over the last few weeks raving about a new bamboo-fibre or sustainable shopping bag – if there wasn’t, that is to say, a consumer opportunity in every cause, and marketing to push it. In this, Earth Day seems to rival Christmas for fashion enthusiasm. But how deep does it really go?
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