This NYTimes article is US based news, but it underpins the worldwide need to underpin social products and services (green/ethical/social) with solid mainstream marketing. If you don’t attract a big audience, or rather are not trying to attract a big audience, your mission is somewhat marginalized. Does this mean that discrete missions are not worthy of effort, of course not, but it does say that the majority of social and ethical enterprises should be aware of their potential markets.
Bigger is not always better, but I don’t know of any social enterpreneurs or ethical or green champions who would like to minimize the affect of their mission.
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