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According to a recent study, companies hawking green wares may need to change their marketing strategies. OgilvyEarth, a consulting group specializing in sustainability, just released the results of their research called "Mainstream Green: Moving sustainability from niche to normal." It turns out that 82 percent of Americans intend to be greener in their lifestyles, but only 16 percent actually follow through, resulting in something that OgilvyEarth calls the "Green Gap."

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