Have you noticed these new ads for Marks & Spencers? Normally green marketing is cuddly, twee and/or semi-apologetic in nature, but this is one of the first macho takes on it that I've seen - "we're so tough we're not phased by a mere recession, like our wimpy competitors". This is great stuff - positive, confident and competitive. Of course it helps that M&S;'s Plan A has given the company a bigger return than its £200m budget.
I'll be interviewing the man in charge of Plan A at the end of July, so will be able to provide some insights then.