It Isn't Easy Being Green.

In the world of marketing, advertisers can create their image and messages with virtual freedom. But that's not the case when it comes to "green" products - because the scrutiny is too intense.

This week, we look at the ever-changing world of Green Marketing. We'll look back at how the green movement started, we'll talk about the book most environmentalists cite as ground zero for the green movement, how green marketing has evolved, how marketers navigate the shoals of sustainability marketing today, who's doing it right, who's doing it wrong, the lessons learned - and what it all means to everyday consumers.

One thing for sure... it's not easy being green.

Tune in this Saturday at 11:30am, and again Thursday at 2:30pm on CBC Radio One.

Saturday at 10:30am on Sirius Satellite Channel 137.

Saturday at 6:30am on WBEZ Chicago.