This chapter describes the cleaning market as a big business which has grown off people's paranoia about germs. One wonders when will the green brands wake up and take a leaf out of the big brands’ book and invest in good packaging, good websites and a good brand positioning. It is just as important as the product, staff, offices and the telephone. It seems that many green brands see branding, marketing and design as a cost and not an essential investment. Good marketing can sell a product to a much wider audience than just green shoppers. Good marketing is an investment and not a cost. It is recommended that any investor who was looking to back a green brand should make sure that enough investment is made in consumer insight, strategy and great marketing. Consumers at present buy ethical cleaners after discovering just how the terrible chemical cleaners are.