Purpose: To provoke thought, and perhaps responses, to a radical view of “green marketing” and its place in society.Design/methodology/approach: This paper is essentially an essay but, based on a careful review of the relevant literature, several empirical studies conducted by the authors themselves, and some practical experience in green marketing.Findings: The key challenge for green marketers has been in the past and will be more so in the future to strengthen individuals' perception of the individual benefits to be gained from “going green” by adding more and stronger emotional values to green brands. Future green marketing research should extend its analysis to the emotional motivations and benefits associated with environmentally responsible consumption behaviour.Research limitations/implications: This essay is not based on a specific empirical study; it expresses a personal point of view, albeit well grounded in theory and practice. Green branding is a promising topic for future research.Practical implications: The propositions put and conclusions drawn can form the basis of a potentially valuable toolkit for those planning marketing and communication strategies for green products and services.Originality/value: The role of emotional benefits, particularly those based on the hypothetical human affinity with nature, has scarcely been attended to until now, in the field of green marketing.