At a time when consumers are increasingly gravitating towards environmentally and socially responsible products, brands are increasingly ramping up their efforts to show their green stripes. Some of them are legit and based around a very real desire to create a better world, while many others appear to be indulging in a spot of greenwashing. But whatever the motivation, it’s a reaction to a definite and growing consumer trend and APN has responded with Element, “the country’s largest mass-reach social marketing magazine”.