The eco-minded shopper is overwhelmed with “green” choices, from soap to reusable cutlery and cups. But if you are a man, you may not have noticed this influx. Most eco-friendly products are marketed to and bought by women. This article states the reasons: women are not only more powerful consumers, but also disproportionately responsible, still, for the domestic sphere. The result of this is what the market research firm Mintel has termed an “eco gender gap”, where green branding might as well be pink. This matters if it means that men are discouraged from taking responsibility. As male chefs still dominate the restaurant industry this presents an intersting challenge for businesses to ensure that it’s not just female staff who are driving the sustainability agenda.