The document provides 9 rules for popularizing purposeful products with mainstream consumers. It discusses how purpose-driven consumers have grown to $228.9 billion market but challenges remain in appealing to all consumers. Past failures of some green products created reluctance, and it's difficult to convey futuristic environmental benefits. Greenwashing misleads consumers, so brands must be transparent. Promoting products as socially-constructive rather than responsible may help adoption by avoiding negativity. Success requires appealing to consumer convenience while encouraging gradual improvement over ideals.
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